L’Oréal Deploys Generative AI for Product Imagery
L’Oréal is rolling out a 3D generative AI solution to create product imagery in partnership with tech company Omi. The platform functions as a virtual photo and video studio, enabling the rapid creation of customizable content for digital channels. This move is part of L'Oréal's broader digital transformation strategy to enhance speed to market and scale personalization.
- This initiative is a key part of L'Oréal's internal "GenAI Beauty Content Lab," named Creaitech, which integrates various AI technologies to augment the creative process. - The Omi platform functions by creating hyper-realistic "digital twins" of physical products, capturing intricate details down to reflections and textures, which can then be placed in any virtual environment. - L'Oréal's new AI-powered design workflow integrates Omi's technology with other major tech platforms, using Adobe Firefly for background generation and Google's Veo model to turn the static 3D images into video content. - This is one of several major AI partnerships for L'Oréal, which is also working with Google Cloud's Imagen 3 and Gemini models to produce tens of thousands of images monthly and with Nvidia to scale its AI platform. - As a matter of policy, L'Oréal has stated it will not use generative AI to create images of people or "life-like" faces, skin, or hair for its external marketing communications. - Omi was founded in 2020 by former Meta executive Hugo Borensztein and his brother, Paul Borensztein; the company already serves over 700 business clients, including competitors like Clarins and CPG giants like Nestlé. - The broader strategy extends to product formulation, where L'Oréal is working with IBM on a foundation model to accelerate development, reduce material waste, and support sustainability goals. - To support its "Beauty Tech" ambitions, L'Oréal is investing €350 million (US$383 million) to build a global hub in Hyderabad, India, which will serve as a center for its AI and digital innovation efforts.
