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This article focuses on L'Oréal's integration of artificial intelligence into its marketing infrastructure and consumer engagement strategies, making it primarily about AI applications in business operations. While the context involves consumer goods, the core subject matter is the architectural shift toward AI-driven data pipelines and content generation within a corporate setting.
As AI reshapes the consumer journey, L’Oréal is rethinking its marketing engine
Underneath the ads, TikTok campaigns, and virtual try-ons lies an increasingly complex infrastructure of data, technology, and AI. To succeed today, marketers need to understand the “pipes and plumbing,” says L’Oréal’s Asmita Dubey.
When Asmita Dubey started her career in advertising in 1997, the job was still largely about creating campaigns. Based in India, she worked on Suzuki ads and a James Bond campaign for Ericsson, learning the fundamentals of brand building. Then, computers started to arrive on everyone’s desks. Dubey, who had studied maths and statistics at university, was fascinated by the potential of these machines. She moved into planning and media so she could learn computer-based skills including Excel, and how to work with large datasets. Later came e-commerce, then search, TikTok, and social listening. Each new technology added another layer to the marketer’s toolkit—and another set of skills…
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