L’Oréal taps Google’s generative AI tools for content creation – Retail Dive
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While the company uses the technology to speed its creative process, L’Oréal said it would not create images of people for marketing campaigns.
L’Oréal has found multiple generative AI use cases across its brands.
To speed the workflow of creating content, L’Oréal describes an idea with prompts, so the tech can create visuals. Google’s video model, Veo 2, can turn images into eight-second animated sequences.
With a prompt like “Consider a L’Oréal Paris shampoo campaign” the generative AI takes the product shot and generates imagery to support the campaign, according to Antoine Castex, group data and AI enterprise architect at L’Oréal Groupe.
“We can easily customize the imagery for different markets,” Castex said. “We can take the same product shot and seamlessly place it in a Japanese garden, on a bustling Parisian street, or any other relevant setting, ensuring the visual resonates with the local audience while staying true to the brand.”
While the tool works for imagery, it will soon support video and audio creation, Castex said.
Brands and vendors have incorporated generative AI imagery into their suite of AI tools to create product images faster. In a campaign for its teen line, Mango last year used models made with generative AI for a limited-edition collection. Meta and Amazon have released generative AI tools for marketers allowing them to create image, audio and video advertisements.
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Each year brings unique headwinds and tailwinds. From increased attention on DEI efforts to the shifting nature of DTC, this is what we’ll be following in 2025.
Rare Beauty and Target have taken steps to develop guidance around universally accessible design. But the industry isn’t prioritizing it yet.
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