The Estée Lauder Companies (ELC) unlocks consumer insights with ChatGPT

my grandmother had a great quote which was telephone Telegraph Tel awoman because she really believed in the power of our Collective voices to get out and share and I think she would be all for anything that creates a better personal experience for our consumers we were really excited to partner with opena because we really wanted an Enterprise version that would enable us to protect our most valuable asset which is our t we created our AI strategy when open AI came out with chat GPT Jan and I were fascinated by it so the first thing that we did was a companywide idea thought this is really when we first started collaborating with open AI we basically said there's this amazing thing called chat GPT we don't know exactly how we're going to use it in our company but we want you to tell us we actually had over a th000 people that participated and submitted over 100 use case ideas the R& D business team came to me and say we get asked with so many questions regarding this Corpus of you know clinical trial documents can we do something with the help of AI and you know that's how clinical trial GPD was born so the question that I'm asking to my GPT is what are the immediate moisturization Improvement percentage after using the advanc N repare serum and I get an answer with within seconds and how did you do that before when if someone asks me the question I'll have to go to SharePoint figure out where this document sits and then look in look into the document figure out what section of the document I need to refer and that's compared to this one second less than a second our team is a very Mighty team but we focus on consumer insights research questions around consumer preferences fragrance GPT is a custom gbt it basically work as a analyst to help you locate extract relevant data points or findings based on the past analysis that we have done or the database that we have to answer specific questions so for example right now if I'm typing in what are the top three benefits in the US that consumers are looking for in the scented barel for an analyst it's almost like your a little helper to help you know come through the data we build Brands by nurturing the unique identity of each brand and really addressing the various consumer needs that exist and I think that is really where AI gpts play a huge role in the beginning when my grandmother started it was all about the onetoone personal relationship of someone that was working behind a counter in a department store that was giving you service fast forward to today we still do that but now we also have been Gathering data for 75 plus years hundreds of millions of consumers This is Our Moment to really be able to use it in the best way for our consumers to create better products and connect with them in new ways