Kaendahan berbasis data: Kepiye The Estée Lauder Companies mbukak wawasan nganggo ChatGPT

The Estée Lauder Companies⁠(mbukak ing jendhela anyar) (ELC) yaiku pimpinan global ing bidang prestige beauty, kanthi portofolio luwih saka 20 merek ikonik kalebu Clinique, La Mer, Bobbi Brown Cosmetics, lan Aveda. Perusahaan iki lan merek-merekné dikenal amarga produk kaendahan unggulan sing dipadukaké karo pengalaman personal sing raket kanggo konsumen globalé.

Nalika jagad kaendahan saya ngarah menyang hyper-personalization, pendekatan perusahaan marang riset lan teknologi uga saya kaya mangkono. Adopsi ChatGPT Enterprise sing jembar ing ELC mbantu perusahaan nguataké kreativitas karyawan lan mbukak wawasan kanggo nglayani konsumen saiki kanthi luwih apik.

Industri kaendahan global obah kanthi cepet, lan pipeline produk ELC dipengaruhi dening data konsumen sing gedhé banget saka survei, uji klinis, lan panggunaan produk.

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.”

Ing wektu mung 10 minggu, anggota Lab ngembangaké pirang-pirang GPT kustom, saben-saben kanthi tujuan lan cakupan dhewe.

Salah siji aplikasi unggulan sing digawe GPT Lab yaiku Fragrance Insights GPT. Dikembangaké kanggo mbantu tim Fragrance Foresight ngeduk wawasan saka survei konsumen, GPT iki nganalisis dataset survei konsumen sing gedhé kanggo nemokake tren lan preferensi, saéngga ELC bisa ngrancang produk sing cocog karo macem-macem demografi.

“Biyèn, kita ngentèkaké jam-jaman kanggo ngresiki lan ngatur data kanthi manual supaya bisa nemokake wawasan,” ujare Yuan Zhan, Director tim Fragrance Foresight ELC. “Kanthi Fragrance GPT, kita bisa takon pitakonan rumit nganggo basa Inggris biasa, lan sistem iki langsung nyisir data.”

Anggota Lab uga ngluncuraké Clinical Trial Data GPT, sing kanthi cepet ngeduk wawasan babagan efektivitas produk perawatan kulit—umpamané, nemtokaké persentase peningkatan kelembapan langsung saka produk kaya serum Advanced Night Repair saka Estée Lauder—saka ewonan laporan uji klinis nganggo pitakon sederhana.                 

GPT liyane kalebu Copywriting GPT sing dadi asisten copywriting kustom kanggo macem-macem merek, dirancang kanggo nggawe konten sing rinci, migunani, lan selaras karo merek ing macem-macem platform, lan Vendor Snapshot Creator GPT sing nyintesis wawasan penting babagan saben vendor, kalebu profilé, riwayat tuku ELC, lan rincian relevan liyane.

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.