The beauty world is fast moving and fragmented; to drive continued growth, companies must be always-on and innovating rapidly. To truly break through cluttered categories, they must also be consumer first — meeting the real needs and pain points of very specific groups of consumers. The Estee Lauder Companies is leveraging generative AI to bring math and magic together to continue to ensure innovation is a point of competitive advantage. This will cover very tangible and practical tips (from data to deployment) to drive meaningful business impact through Gen AI so that it's more than just buzz and hype.