Estée Lauder Partners with Profound to Optimize AI Brand Visibility — The Estée Lauder Companies Inc.

Event summary

The Estée Lauder Companies (EL) has partnered with Profound to enhance AI visibility across its global brand portfolio.
The partnership will provide EL with insights into how its brands are represented on generative AI platforms like ChatGPT and Gemini.
EL will use Profound’s tools to optimize content across product pages, blogs, YouTube channels, and other digital touchpoints.
Aude Gandon, Global Chief Digital & Marketing Officer at EL, emphasized the importance of shaping AI-driven beauty discovery.
Profound’s platform is used by 16% of the Fortune 500, including Comcast and Walmart.

The big picture

As AI assistants like ChatGPT and Gemini become integral to consumer decision-making, Estée Lauder’s partnership with Profound reflects a broader industry shift toward AI-native marketing strategies. The move underscores the importance of optimizing brand visibility in emerging digital touchpoints, particularly in the competitive prestige beauty sector. With Profound’s platform already adopted by major enterprises, this collaboration could set a new standard for AI-driven brand management.

What we're watching

AI Integration: How effectively Estée Lauder can operationalize Generative Engine Optimization (GEO) across its diverse brand portfolio.
Market Leadership: Whether this partnership positions Estée Lauder as a frontrunner in AI-native beauty discovery.
Consumer Behavior: The pace at which AI-driven product discovery becomes a dominant channel for beauty consumers.