Áilleacht sonraí-tiomáinte: Conas a aimsíonn The Estée Lauder Companies léargais le ChatGPT

Tá The Estée Lauder Companies⁠(osclaíonn i bhfuinneog nua) (ELC) ar cheannaire domhanda san áilleacht phréimhe, le punann de níos mó ná 20 branda íocónach lena n-áirítear Clinique, La Mer, Bobbi Brown Cosmetics, agus Aveda. Tá cáil ar an gcuideachta agus ar a brandaí as táirgí áilleachta ceannródaíocha i dteannta eispéiris phearsantaithe ardteagmhála dá dtomhaltóirí domhanda.

De réir mar a ghluaiseann saol na háilleachta i dtreo hipearphearsantaithe, amhlaidh atá cur chuige na cuideachta i leith taighde agus teicneolaíochta freisin. Tá glacadh forleathan ELC le ChatGPT Enterprise ag cuidiú leis an gcuideachta cruthaitheacht fostaithe a chumhachtú agus léargais a aimsiú chun freastal níos fearr ar thomhaltóirí an lae inniu.

Gluaiseann tionscal áilleachta domhanda go tapa, agus bíonn píblíne táirgí ELC faoi thionchar méideanna ollmhóra sonraí tomhaltóirí ó shuirbhéanna, trialacha cliniciúla, agus úsáid táirgí.

The ELC team adopted ChatGPT for data processing and analysis at scale. Today, ChatGPT is an integral part of ELC’s workflows, with more than 240 custom GPTs that give their employees greater time and insights to do what they do best: develop new and market existing products with precision, aligned to emerging skincare and beauty trends.

Central to ELC’s rapid adoption of AI was the company’s core belief that creativity lies in every chair. “When OpenAI came out with ChatGPT, we asked employees to tell us how they would use it,” says Raheel Khan, SVP of Foresight and Growth Intelligence at ELC. “Over one thousand people submitted ideas.”

This interest led ELC to establish their GPT Lab: A cross-functional group empowered to experiment and develop business solutions—“custom GPTs”—with ChatGPT. 

“Our job is to uncover high-impact use cases that drive value to our different brands and regions,” said Charmaine Pek, ELC’s Director of ChatGPT Enterprise Adoption. “The GPT Lab aims to identify patterns across meaningful use cases and amplify these successes to scale to more brands and regions.”

Le linn tréimhse 10 seachtaine amháin, d’fhorbair baill na Saotharlainne roinnt GPTanna saincheaptha, agus a gcuspóir agus a raon feidhme féin ag gach ceann acu.

Ceann de na feidhmchláir ba shuntasaí a chruthaigh an GPT Lab ná an Fragrance Insights GPT. Forbraíodh é chun cabhrú leis an bhfoireann Fragrance Foresight léargais a bhaint as suirbhéanna tomhaltóirí, agus déanann an GPT anailís ar thacair mhóra sonraí suirbhéanna tomhaltóirí chun treochtaí agus roghanna a aimsiú, rud a ligeann do ELC táirgí a dhearadh a oireann do dhéimeagrafaicí éagsúla.

“Roimhe seo, chaithimid uaireanta ag glanadh agus ag eagrú sonraí de láimh chun léargais a aimsiú,” a deir Yuan Zhan, Director of ELC’s Fragrance Foresight team. “Leis an Fragrance GPT, is féidir linn ceisteanna casta a chur i ngnáth-Bhéarla, agus cíorann sé na sonraí láithreach.”

Sheol baill na Saotharlainne an Clinical Trial Data GPT freisin, a bhaineann léargais amach go tapa faoi éifeachtacht táirgí cúram craicinn—mar shampla, céatadán an fheabhsaithe láithrigh i dtaise ó tháirge cosúil le serum Advanced Night Repair de chuid Estée Lauder a chinneadh—ó na mílte tuairisc ar thrialacha cliniciúla le fiosrúchán simplí.                 

I measc GPTanna eile tá Copywriting GPT ar cúntóir saincheaptha cóipscríbhneoireachta é do bhrandaí éagsúla, atá deartha chun ábhar mionsonraithe, bríoch agus dílis don bhranda a chumadh ar fud ardán, agus Vendor Snapshot Creator GPT a dhéanann sintéis ar léargais riachtanacha faoi gach díoltóir, lena n-áirítear a bpróifíl, stair cheannacháin ELC, agus sonraí ábhartha eile.

The Estée Lauder Companies structures its GPT creation process like a sprint, focusing on quick prototyping and testing to identify success predictors and build for scale.

“We look at the value the GPT would bring to the organization, and we also look at the effort that is needed,” explains Kingsuk Chakrabarty, Director of Enterprise Architecture, AI and R&D at ELC. “Then we prioritize the GPTs which have high value and can be built quickly.”

Within the GPT Lab, “teams” of people—a business user, a subject matter expert (SME), and a technical lead—are responsible for ensuring each idea is based on impact and feasibility:

1. Design: the business user defines the purpose, scope, and audience for the GPT in a two-page Use Case Brief to gain clarity before building.
2. Prepare: the SME shapes the use case by gathering and preparing relevant data, ensuring best practices for GPT development.
3. Build & Test: the tech lead builds the GPT with sets of data and rigorously tests to assess accuracy and consistency.
4. Launch: the full team deploys the GPT and a user guide for teams to use.
5. Pivot & Scale: the full team uses feedback loops to iterate and optimize the outputs based on GPT performance.

“Designing the right use cases means asking the right questions,” shares Pek. “Why do we want to build this GPT? What is the problem that we're trying to solve? What impact will it have?”

By working in iterative cycles and sharing insights, the GPT Lab was able to develop AI-powered prototypes in a number of weeks.

Not only has ChatGPT helped employees work faster, it’s expanded their creative capacity by reducing manual tasks:

• Time savings: Across R&D and marketing teams, ChatGPT has improved response time by more than 90%. What once took teams several hours to research—like finding claims about product efficacy—now takes minutes. 
• Speed to market: By accelerating data analysis, ELC can launch products faster, ensuring they remain responsive to fast-changing consumer trends. 
• Internal adoption: There’s been enthusiastic adoption of GPT across the organization, with more teams asking to integrate AI into their workflows for creative solutions.

“Using ChatGPT Enterprise has done two things,” says Khan. “One, it allows our incredible human talent to spend more time on tasks that require creativity. And two, it actually increases capability to deliver on what matters most to our consumers.” 

ELC plans to apply top GPTs across its portfolio of brands, empowering more teams to take advantage of AI-driven insights and creativity. 

“AI enables us to deliver market-leading products on a larger scale, and better. With OpenAI, we’re reducing low-value work for our employees and giving our teams the opportunity to create on a whole new scale,” says Lauder.