L'Oréal Deploys 3D Gen AI for Product Imagery
L'Oréal is expanding its use of 3D generative AI for product imagery through a partnership with Omi. The collaboration provides the beauty brand with virtual photo and video studios to rapidly create assets for e-commerce and marketing campaigns. The move is part of a broader trend where major brands are building AI-powered content ecosystems for more agile and scalable content production.
- Omi's technology creates "digital twins" by converting physical products into ultra-realistic 3D models, capturing details like reflections and textures to generate pixel-perfect visuals in under two minutes. - This tool is integrated into L'Oréal's "GenAI Beauty Content Lab," known as CREAITECH, which is designed to augment the creative process for its marketing teams. - At the VivaTech 2025 conference, L'Oréal demonstrated a complete AI-powered workflow: generating backgrounds with Adobe Firefly, integrating 3D products with Omi, and converting the final images to video using Google Veo. - The partnership is part of a broader AI strategy, which includes a collaboration with NVIDIA to scale 3D content creation and the development of an "AI Refinery" with Accenture to power Noli, L'Oréal's AI-driven beauty marketplace. - While leveraging AI for product visualization, L'Oréal maintains a responsible AI framework, established in 2021, that prohibits the use of AI-generated people in its marketing to ensure the celebration of real individuals. - Other major consumer brands, including Nestlé and Clarins, are also clients of Omi, indicating a wider industry trend of adopting 3D generative AI for marketing assets. - The move is aimed at significant efficiency gains; for context, competitor Unilever reported that similar AI-powered product imagery creation was twice as fast and 50% cheaper than traditional methods. - L'Oréal is also investing significantly in AI talent and infrastructure, committing over €331 million (INR 3,500 crore) to establish a global AI and beauty tech hub in Hyderabad, India, expected to create around 2,000 technology roles.
