Estée Lauder Links with Profound To Expand AI Visibility Across Portfolio

Happi Top 50 Company Estée Lauder Companies Inc. has forged a global strategic partnership with AI marketing platform Profound to provide the company with visibility into how its portfolio of brands is represented across leading generative AI platforms, such as ChatGPT and Gemini.

“The way people discover beauty is being rewritten in real time, and we intend to shape that shift rather than reacting to it,” said Aude Gandon, global chief digital & marketing officer, The Estée Lauder Companies. “This partnership gives every brand in our portfolio the ability to show up distinctly, consistently, and accurately wherever our consumers are asking for recommendations. Our work with Profound is a natural extension of how we already think about culture, community, and commerce working together — and it puts us at the front of an industry-wide transition.”

Operationalizing Generative Engine Optimization

The partnership establishes the company as among the first in prestige beauty to deploy Profound’s capabilities globally across the company’s full portfolio and operationalize Generative Engine Optimization (GEO) and AI marketing at scale.

The company will apply insights and Profound’s agentic tools to optimize content across brands’ product description pages, blogs, YouTube channels and content creation at scale — ensuring product information, ingredients, claims and benefits are optimized for consumer visibility and easier for large language models to understand and surface to consumers.

“The Estée Lauder Companies recognizes that understanding how its brands are represented across AI is now essential to serving consumers wherever they choose to discover products and information,” said James Cadwallader, CEO and co-founder, Profound. “Through this partnership, the company is now approaching GEO in the way the best marketers approach any platform shift: early, comprehensively, and with real operational commitment. Enabling this strategy at scale across an entire prestige beauty portfolio sets a new bar for what enterprise AI visibility strategy looks like in this category.”