Recently, L’Oréal Groupe has partnered with Google Cloud to scale up its use of generative artificial intelligence (AI) in marketing, now producing up to 50,000 images and over 500 videos monthly through internal AI tools.
According to report, these tools, developed within L’Oréal’s Creaitech lab, leverage Google Cloud’s advanced Imagen 3 and Gemini models for image generation, alongside the Veo 2 video model, to support rapid content creation across the company’s global marketing operations.
This AI-powered platform enables L’Oréal to streamline campaign development, cutting turnaround times from weeks to days, while reducing reliance on external creative agencies.
According to Antoine Castex, Group Data and AI Enterprise Architect at L’Oréal, the system also facilitates global customization of marketing visuals. “We can take the same product shot and seamlessly place it in different environments, such as a Japanese garden or a Parisian street, ensuring the visual resonates locally while staying true to brand identity,” he explained.
Despite its advanced capabilities, L’Oréal has set strict boundaries on AI use. The company prohibits the generation of synthetic human faces, bodies, hair, or skin in its marketing, in alignment with its responsible AI framework established in 2021.
Thomas Alves Machado, Global Content Director for GenAI at L’Oréal, noted that the technology empowers teams to “bring to life ideas, test product pack shots in different universes and express a clearer vision to teams or partners.”
