The Estée Lauder Companies (ELC) has implemented ChatGPT Enterprise to revolutionise its data analysis and product development.
ELC has developed more than 240 custom GPTs to enhance their operations across their brand portfolio. Jane Lauder, Chief Data Officer & EVP, Enterprise Marketing, and ELC board member, explained in the announcement published by OpenAI: "We were excited to partner with OpenAI because we wanted an enterprise version of ChatGPT that would enable us to protect our most valuable asset, which is 75+ years of data."
The company's AI journey began with widespread employee engagement. Raheel Khan, SVP of Foresight and Growth Intelligence at ELC, quoted in the OpenAI announcement,: "When OpenAI came out with ChatGPT, we asked employees to tell us how they would use it. Over one thousand people submitted ideas."
This enthusiasm led to the establishment of the GPT Lab, where teams developed multiple specialised tools in 10 weeks. These include the Fragrance Insights GPT for analysing consumer surveys, the Clinical Trial Data GPT for processing product effectiveness data, a Copywriting GPT for brand-specific content creation, and a Vendor Snapshot Creator GPT for synthesising vendor information.
The development process follows a structured approach with the impact being significant, with teams reporting more than 90% improvement in response time.
As expressed by Jane Lauder in the OpenAI announcement: "AI enables us to deliver market-leading products on a larger scale, and better. With OpenAI, we're reducing low-value work for our employees and giving our teams the opportunity to create on a whole new scale."