New Way Now: The Estée Lauder Companies is delivering high-touch consumer experiences in with gen AI

→ 𝗦𝘂𝗺𝗺𝗮𝗿𝘆: Eric Higgins, vice president of data science at The Estée Lauder Companies, Inc. shares how the prestige beauty company is leveraging gen AI to discover new ways to drive value for its brands and consumers. Using Google Cloud AI, The Estée Lauder Companies, Inc. created ELLA — the Estée Lauder Language Assistant — an internal tool that puts generative AI into the hands of its brand leaders to explore different possibilities and contribute directly to shaping the development of new features. 𝗖𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲: How can The Estée Lauder Companies, Inc. get business stakeholders more involved in finding new ways to accelerate operations and enhance experiences? 𝗦𝗼𝗹𝘂𝘁𝗶𝗼𝗻: Using Vertex AI, The Estée Lauder Companies, Inc. launched the Estée Lauder Language Assistant (ELLA) to enable brand leaders to explore a variety of different gen AI use cases, including language translations, generating ad copy, summarizing meetings, and much more. ELLA now runs on Gemini — Google’s largest and most capable multimodal model — allowing Estée Lauder to test out even more features to enhance experiences. 𝗥𝗲𝘀𝘂𝗹𝘁𝘀: Through engagement with ELLA and direct feedback, The Estée Lauder Companies, Inc. has been able to identify what areas and features drive the most value for stakeholders. 𝗪𝗵𝘆 𝗚𝗼𝗼𝗴𝗹𝗲 𝗖𝗹𝗼𝘂𝗱? → “We're now running ELLA on Gemini, which is giving us multimodal capabilities, as well as allowing us to continue to explore a variety of new features that we never considered before.” — Eric Higgins, Vice President of Data Science at The Estée Lauder Companies, Inc. → “One of the key benefits with the Gemini model is that it greatly simplified the development process. We are able to get more relevant results with less tweaking of the prompts and the front matter that we’re putting into the API. ” — Eric Higgins, Vice President of Data Science at The Estée Lauder Companies, Inc. → “I joined Estée Lauder Companies in order to start a ded