Qurux xog-ku-salaysan: Sida The Estée Lauder Companies uga soo saarto aragtiyo iyada oo adeegsanaysa ChatGPT

The Estée Lauder Companies⁠(ku furmaa daaqad cusub) (ELC) waa hoggaamiye caalami ah oo ku jira quruxda heerka sare, iyadoo leh ururin ka badan 20 nooc oo caan ah oo ay ku jiraan Clinique, La Mer, Bobbi Brown Cosmetics, iyo Aveda. Shirkadda iyo noocyadeeda waxaa lagu yaqaan badeecooyin qurux oo hormuud ah oo lala socodsiiyo waayo-aragnimooyin taabasho sare leh, oo shakhsiyan loo habeeyay macaamiisheeda caalamiga ah.

Iyadoo dunida isbeddellada quruxdu u sii jeeddo shakhsiyeyn aad u sarreysa, sidaas oo kale ayay ahayd habka shirkaddu u wajahdo cilmi-baarista iyo tignoolajiyada. Qaadashada ballaaran ee ELC ee ChatGPT Enterprise ayaa ka caawinaysa shirkadda inay xoojiso hal-abuurka shaqaalaha oo ay soo saarto aragtiyo si ay si ka wanaagsan ugu adeegto macaamiisha maanta.

Warshadda quruxda ee caalamka si degdeg ah ayay u socotaa, waxaana dhuumaha badeecooyinka ELC saameeya xaddi aad u badan oo xog macaamiil ah oo ka timaadda sahanno, tijaabooyin caafimaad, iyo adeegsiga badeecadda.

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.”

Muddo 10 toddobaad oo keliya ah gudaheeda, xubnaha Lab-ku waxay sameeyeen GPT‑yo gaar loo sameeyay oo badan, mid kastaana leh ujeeddo iyo baaxad u gaar ah.

Mid ka mid ah adeegsiyada muuqda ee ay samaysay GPT Lab waa Fragrance Insights GPT. Waxaa loo sameeyay inay ka caawiso kooxda Fragrance Foresight inay ka soo saaraan aragtiyo sahannada macaamiisha, GPT‑gu wuxuu falanqeeyaa kayd xogeedyo waaweyn oo sahanno macaamiil ah si uu u ogaado isbeddellada iyo doorbidyada, taas oo u oggolaanaysa ELC inay naqshadayso badeecooyin la jaanqaada qaybaha kala duwan ee dadka.

“Hore, waxaan saacado ku qaadan jirnay nadiifinta iyo habeynta xogta si gacanta ah si aan u helno aragtiyo,” ayuu yiri Yuan Zhan, Agaasimaha kooxda Fragrance Foresight ee ELC. “Iyadoo la adeegsanayo Fragrance GPT, waxaan ku weydiin karnaa su’aalo adag Ingiriisi fudud, xogtana si degdeg ah ayuu uga baaraa.”

Xubnaha Lab-ku waxay sidoo kale soo saareen Clinical Trial Data GPT, kaas oo si degdeg ah uga soo saara aragtiyo ku saabsan waxtarka badeecooyinka daryeelka maqaarka—tusaale ahaan, go’aaminta boqolleyda hagaagga qoyaan-siinta degdegga ah ee badeecad sida serum-ka Advanced Night Repair ee Estée Lauder—laga soo bilaabo kumannaan warbixin oo tijaabooyin caafimaad ah iyadoo la adeegsanayo hal weydiin oo fudud.                 

GPT‑yada kale waxaa ka mid ah Copywriting GPT oo ah kaaliye qoraal gaar loo habeeyay oo loogu talagalay noocyo kala duwan, loona sameeyay inuu abuuro nuxur faahfaahsan, macno leh oo waafaqsan sumadda meelo kala duwan, iyo Vendor Snapshot Creator GPT oo soo koobaya aragtiyada lama huraanka ah ee ku saabsan alaab-qeybiye kasta, oo ay ku jiraan profile-kooda, taariikhda wax iibsiga ee ELC, iyo faahfaahin kale oo khuseeya.

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.