How Estée Lauder Is Cultivating a New Culture of Measurement With AI
Getting the Equation Right
Khan emphasizes the importance of blending analytics and creativity, referring to this combination as “math and magic.” The “math” involves using generative AI for analytical tasks to enhance time efficiency. He notes that accessible AI solutions can significantly boost productivity without requiring extensive IT infrastructure.
Alternatively, the “magic” component focuses on cultivating a creative culture. Khan argues that neither generative AI nor human intelligence is sufficient on its own; their synergy is what drives success. When it comes to maintaining consumer relationships, Khan emphasizes the importance of AI while also recognizing the growing trend toward authentic human interactions. To address this, Estée Lauder is prioritizing innovative trends through precise measurement.
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The company focuses on specific consumer preferences by integrating AI tools with human intelligence to create end-to-end value. By measuring these trends through key performance indicators, they can effectively scale their initiatives. This balanced approach enhances speed to market while nurturing meaningful relationships with customers around the world.
Khan shared one of his key learnings from Estée Lauder’s journey: there is no one-size-fits-all AI solution; the emphasis should be on tailored approaches. A culture of thoughtful inquiry is critical for effective AI implementation, as the quality of questions determines the value of responses.
“It’s no longer about who knows the answer; it’s actually going to be about who knows the question to ask,” said Khan. “Generative AI is going to have all the knowledge, but knowledge won’t just come out. You have to know the art of asking questions.”