WS Investor
14 Sep 2026, 17:36
Estée Lauder Partners With Profound to Expand Brand Visibility Across AI Platforms
The Estée Lauder Companies announced a global strategic partnership with AI marketing platform Profound to improve how its brands are discovered and represented across generative AI platforms.
The partnership will give Estée Lauder visibility into how its portfolio appears across AI-powered search and answer engines, including ChatGPT and Gemini. The company said it is the first prestige beauty group to deploy Profound’s technology globally across its full brand portfolio and implement Generative Engine Optimization, or GEO, at scale.
Estée Lauder plans to use Profound’s analytics and agentic AI tools to identify when its products are recommended, monitor the accuracy of brand information and improve visibility across AI-generated responses. The technology will also help optimize product pages, blogs, YouTube channels and other digital content so information about ingredients, product claims and benefits can be more easily understood and surfaced by large language models.
The initiative reflects a broader shift in digital marketing as consumers increasingly use AI assistants to research products, compare alternatives and receive personalized recommendations before making purchases.
For Estée Lauder, the partnership extends traditional search-engine optimization into AI-driven product discovery, potentially strengthening the visibility of brands including Clinique, M·A·C, La Mer, Jo Malone London, The Ordinary and TOM FORD as AI platforms become a more important part of the consumer shopping journey.
The Estée Lauder Companies announced a global strategic partnership with AI marketing platform Profound to improve how its brands are discovered and represented across generative AI platforms.
The partnership will give Estée Lauder visibility into how its portfolio appears across AI-powered search and answer engines, including ChatGPT and Gemini. The company said it is the first prestige beauty group to deploy Profound’s technology globally across its full brand portfolio and implement Generative Engine Optimization, or GEO, at scale.
Estée Lauder plans to use Profound’s analytics and agentic AI tools to identify when its products are recommended, monitor the accuracy of brand information and improve visibility across AI-generated responses. The technology will also help optimize product pages, blogs, YouTube channels and other digital content so information about ingredients, product claims and benefits can be more easily understood and surfaced by large language models.
The initiative reflects a broader shift in digital marketing as consumers increasingly use AI assistants to research products, compare alternatives and receive personalized recommendations before making purchases.
For Estée Lauder, the partnership extends traditional search-engine optimization into AI-driven product discovery, potentially strengthening the visibility of brands including Clinique, M·A·C, La Mer, Jo Malone London, The Ordinary and TOM FORD as AI platforms become a more important part of the consumer shopping journey.
