Estee Lauder Overhauls Digital Marketing Workflows With Gen AI

The Estee Lauder Companies (ELC) is overhauling its process of launching digital marketing campaigns using Adobe Firefly. 

The prestige beauty giant is integrating Adobe’s suite of generative AI-powered tools for visual content creation into its workflows to enhance efficiency and accelerate campaign execution. 

By adopting Firefly within existing Adobe Creative Cloud applications like Photoshop and InDesign, ELC aims to streamline content production processes, allowing creative teams to focus more on ideation and creating new design concepts, according to a media release. 

ELC said the move reflects its commitment to leveraging advanced technologies to meet the increasing demand for personalized and engaging digital content.

The ELC portfolio of nearly 25 brands — such as Clinique, Estee Lauder, Jo Malone London, La Mer, and Mac Cosmetics — connects with consumers across roughly 150 countries and territories. 

ELC’s ‘Beauty Reimagined’ Initiative 

This integration also supports ELC’s “Beauty Reimagined” initiative, which seeks to grow sales and profitability by focusing on consumer-centric initiatives, accelerating innovation, and boosting digital advertising and consumer-facing investments. A key focus of its plan to drive innovation includes accelerating speed-to-market and new customer acquisition.

Through leveraging Adobe Firefly Services — a collection of creative and generative APIs — ELC can reimagine content production as additional campaigns are required to engage consumers “who are more digital than ever,” per the release. 

Interestingly, an Adobe survey fielded in 2024 found that nearly two-thirds of marketers believe the demand for content will quintuple between 2024 and 2026, ELC cited. 

“Adobe Firefly Services APIs surface decades of Adobe innovation across our foundational AI models and applications such as Photoshop and InDesign, to assist with daily tasks that are crucial but can often be repetitive and time-intensive,” Varun Parmar, general manager, Adobe GenStudio and Firefly for enterprise, said in the release. 

With features such as Adobe’s Generative Expand integrated into existing workflows and Adobe apps, ELC can use AI to resize and optimize images for various formats. ELC teams can quickly deliver assets with text and imagery “intuitively placed,” ready for distribution across digital marketing channels, per the release.