The cosmetics group aims to optimize its brand visibility across generative search engines.
The Estée Lauder Companies announced a global strategic partnership with AI marketing platform Profound on 14 September 2026. The beauty group becomes the first in the prestige sector to deploy Profound's tools across its full portfolio globally to implement Generative Engine Optimization at scale.
The partnership is designed to track how the company's brands are surfaced across generative artificial intelligence platforms such as ChatGPT and Gemini. Estée Lauder plans to use Profound's agentic tools to adjust content across product description pages, blogs, and YouTube channels, helping large language models surface accurate product details, ingredients, and claims.
The way people discover beauty is being rewritten in real time, and we intend to shape that shift rather than reacting to it. This partnership gives every brand in our portfolio the ability to show up distinctly, consistently, and accurately wherever our consumers are asking for recommendations.
Profound CEO and Co-founder James Cadwallader noted that the cosmetics group is taking an early and comprehensive operational approach to AI visibility. Profound's marketing platform is used by 16% of the Fortune 500, while Estée Lauder sells products across approximately 150 countries and territories.
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