L´Oréal Groupe has integrated Google´s Imagen 3 and Gemini multimodal generative Artificial Intelligence models into its creative process through its newly established Creaitech beauty content lab. The announcement was made during Google Cloud Next, where the cosmetics leader revealed that the generative Artificial Intelligence tools are being used by marketing teams to rapidly produce campaign concepts, storyboards, packaging redesigns, and to visualize product pack shots in diverse global locations. According to Thomas Alves Machado, L´Oréal´s global content director for generative Artificial Intelligence, leveraging these tools for initial ideas has dramatically reduced turnaround times from weeks to days and delivered significant cost savings.
Notably, L´Oréal has instituted a policy restricting the use of generative Artificial Intelligence for creating images of people in marketing campaigns or external communications. The brand specifically prohibits generating synthetic likenesses of faces, bodies, hair, or skin for its products, citing ethical concerns and a desire to maintain authenticity. Instead, the technology is employed to customize existing product imagery for local markets, enabling rapid adaptation for different cultural contexts while preserving brand integrity. Google´s video model, Veo 2, further expands these capabilities by transforming images into short animated sequences for richer campaign assets.
L´Oréal´s use of Google´s Artificial Intelligence tools comes as more brands integrate generative Artificial Intelligence into their marketing arsenals to expedite content creation and localization. For instance, recently, Mango and other retailers have used the technology to generate product images with Artificial Intelligence-created models, while industry giants such as Meta and Amazon have released tools allowing marketers to craft image, audio, and video ads using generative Artificial Intelligence. L´Oréal´s approach stands out for its clear boundaries on ethical content creation, positioning the company at the forefront of responsible innovation in beauty marketing while keeping pace with the sector´s accelerating digital transformation.
