Augmenting creativity with Generative AI

CreAltech is revolutionizing beauty content creation at L’Oréal, augmenting the creativity of our marketing and content teams with the power of Generative AI. Combining a modular ecosystem of models, expertise, technologies, and partners - including Google, Adobe and OMI- CreAltech empowers marketers to generate thousands of unique, on-brand images, texts, and videos for diverse platforms and global audiences.

As L’Oreal Groupe, we have decided that we will not use AI Generated ‘lifelike’ face, body, hair or skin, to support/ enhance product benefits, in our external communication. CreAltech prioritizes responsible AI asset production within a robust ethical framework, focusing on commercially safe AI-generated materials for core activities:

• Early Ideation & Prototyping: Generating initial concepts, creating briefs, and quickly developing storyboards. • Visual Innovation: Inspiring new visual codes of beauty and pushing creative boundaries.
  
• Scaled Production: Efficiently creating a high volume of content for ingredients, textures, formulae, backgrounds, and product shots leveraging commercially safe models. We learned that Gen AI’s true strength lies in enhancing, not replacing, human creativity: • Combining Expertise: The platform empowers teams to combine their creative expertise with the power of AI, leveraging effective prompt engineering and a deep understanding of AI’s capabilities & limitations.
• Responsible Scaling: By continuously upskilling our teams on the legal Intellectual Property respect and AI’s environmental impact, we ensure responsible and sustainable content production at scale.
• Controlled Innovation: Our testand- learn approach, partnering with technology leaders and innovative startups, fosters rapid identification of new opportunities and maximizes value creation. CreAltech’s modular approach provides control over all generated content. 
• Disrupting content production at scale: The fusion of physical AI (3D digital twins) with Generative AI expands creative possibilities keeping quality and control need. The solution helps develop more creative campaigns that improves consumer engagement on social media, ecommerce content and on influencer marketing, leading to higher conversion.
  

Experience the future of beauty creativity with L’Oréal’s CreAltech!