{"id":6160,"date":"2026-10-06T23:11:13","date_gmt":"2026-10-06T23:11:13","guid":{"rendered":"https:\/\/www.vaultinsider.top\/?p=6160"},"modified":"2026-10-06T23:11:13","modified_gmt":"2026-10-06T23:11:13","slug":"as-ai-reshapes-the-consumer-journey-loreal-is-rethinking-its-marketing-engine","status":"publish","type":"post","link":"https:\/\/www.vaultinsider.top\/?p=6160","title":{"rendered":"As AI reshapes the consumer journey, L\u2019Or\u00e9al is rethinking its marketing engine"},"content":{"rendered":"

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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\u00a0on\u00a0everyone\u2019s desks.\u00a0\u00a0<\/p>\n

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Dubey, who studied\u00a0math\u00a0and statistics in college, 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\u00a0search, TikTok, and social listening. Each\u00a0new technology\u00a0added another layer to the marketer\u2019s toolkit\u2014and another set of skills Dubey felt she needed to learn.\u00a0<\/p>\n

Now, as L\u2019Or\u00e9al Group\u2019s chief digital and marketing officer, she is confronting a technology that is different in scale. Artificial intelligence is reaching into\u00a0almost every\u00a0part of the marketing process: how companies generate insights; develop and create content; target audiences; measure returns; and increasingly how consumers decide what to buy. The question is therefore bigger than whether AI can make an ad faster or cheaper. As AI starts to mediate the relationship between consumers and brands, marketers need to understand the systems connecting the two.\u00a0<\/p>\n

At L\u2019Or\u00e9al, that means marketers are increasingly involved in questions that would once have belonged elsewhere in the organization. \u201cWe now sit the data and IT and marketing teams together and say, \u2018What are our processes? What is the architecture? What is our marketing engine? Is it ready for today? Is it ready for tomorrow?\u2019\u201d notes Dubey.\u00a0<\/p>\n

The group\u2019s AI strategy has three broad pillars: helping employees to work with AI; embedding AI to drive efficiency across business functions including marketing,\u00a0research,\u00a0and operations; and understanding how AI is changing the consumer journey.\u00a0\u00a0<\/p>\n

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\u201cMarketing is about the consumer. The reason we are talking about AI is because more than a billion consumers are on it.\u201d<\/p>\n

Asmita dubey, L\u2019Or\u00e9al Group\u2019s chief digital and marketing officer<\/cite><\/p><\/blockquote>\n<\/figure>\n

The latter has huge implications for marketing. \u201cPeople thought the consumer journey would collapse with AI, because everything can be done [in one place, so quickly],\u201d says Dubey. \u201cAnd\u00a0actually\u00a0it\u2019s\u00a0expanding. That same search that people used to spend a few minutes\u00a0on,\u00a0they now spend 11 minutes on because\u00a0they\u2019re\u00a0chatting with [AI].\u00a0So\u00a0what does that mean in terms of content? How do we make sure\u00a0it\u2019s\u00a0credible?\u201d\u00a0\u00a0<\/p>\n

That changes the marketing question. In traditional search, a brand competes to appear near the top of a list of results. In an AI-mediated journey, it needs to be relevant and credible enough to become part of the answer. L\u2019Or\u00e9al has been testing advertising in Google\u2019s AI Overviews and working with platforms including OpenAI, Amazon, and Alibaba as it explores how its beauty products can be found through AI search.\u00a0<\/p>\n

\u201cIn the end, marketing is about the consumer. The reason we are talking about AI is because more than a billion consumers are on it, and they are asking questions about their life, birthdays, parties, travel, beauty\u2014and that is why we are there,\u201d says Dubey. \u201cSo\u00a0we are looking at all these platforms to see how the consumer journey is evolving.\u201d\u00a0<\/p>\n

The pipes and plumbing\u00a0<\/h2>\n

That is where the infrastructure underneath marketing starts to matter.\u00a0<\/p>\n

Dubey describes a marketing ecosystem that is being reshaped on multiple fronts, from publishers and platforms to creative, media, data, and technology agencies. The SaaS layer that marketers have spent the past decade building around CRM, websites, and other platforms is changing, too.\u00a0<\/p>\n

At L\u2019Or\u00e9al, technology is becoming an increasingly\u00a0important element\u00a0of the marketer\u2019s job. The company has brought its beauty research into an internal intelligence platform, allowing employees to interrogate a huge body of existing research conversationally. Product development and formulation are becoming more data-driven, while image, text, and video creation are changing as the use of generative AI tools grows.\u00a0<\/p>\n

Dubey says almost 20% of L\u2019Or\u00e9al\u2019s marketing investments are now AI-led, while ROI measurement already relies heavily on machine learning and AI. The result is what she describes as a \u201cdual muscle of creativity and technology.\u201d When those two sides meet, she says, there is an \u201caha moment.\u201d<\/p>\n

But getting there involves learning about a less glamorous side of AI. \u201cYou have to\u00a0learn\u00a0the architecture,\u201d she says. \u201cIf you\u00a0don\u2019t, it is going to go wrong, because\u00a0we\u2019ve\u00a0got hundreds of agencies, and\u00a0we\u2019re\u00a0all working with their tools. We need our marketers to be empowered. Where are the pipes? And is the\u00a0plumbing\u00a0right?\u201d\u00a0<\/p>\n

For\u00a0L\u2019Or\u00e9al, that\u00a0plumbing includes the standardization of advertising accounts and product data across platforms such as Google and Meta. It also means understanding the\u00a0details\u00a0of product information\u2014something marketers first\u00a0encountered\u00a0with e-commerce and product detail pages\u2014as consumer discovery moves from traditional search toward generative AI.\u00a0<\/p>\n

The next layer is GEO, or generative engine optimization. This involves thinking about authority, scientific content, brand content, and product information, and how these can be structured so that AI systems can understand them.\u00a0<\/p>\n

Yet the more technology enters marketing, the more important it becomes to get the fundamentals right, Dubey argues. She gives a simple example: A universal commerce protocol might make 100,000 SKUs available to an AI system, but that does not tell the system what a brand should be famous for.\u00a0A sunscreen\u00a0can be described as SPF 50, but it can also be described through the context in which someone might\u00a0actually use\u00a0it.\u00a0<\/p>\n

\u201cEssentially, marketing\u00a0remains\u00a0about fulfilling a\u00a0consumer\u00a0need and creating that deep consumer\u00a0engagement\u00a0which is authentic, which is\u00a0consumer-centric. That core\u00a0doesn\u2019t\u00a0change,\u201d\u00a0Dubey notes.<\/p>\n

That is also why she believes marketers need to experiment, rather than simply read about AI. L\u2019Or\u00e9al recently put its own senior executives through that process. \u201cWe had our 20 senior-most executives of L\u2019Or\u00e9al create an ad with AI\u2014through the\u00a0whole process from start to end. I said, \u2018Unless\u00a0you\u2019ve\u00a0done it, you cannot imagine how\u00a0it\u00a0works.\u00a0You have to be ready to learn, be inquisitive, and be hands on.\u00a0Don\u2019t\u00a0look at it on paper, just try it.\u2019\u201d\u00a0<\/p>\n

Quick note: Join <\/em>Fortune for a breakfast bringing senior finance and marketing leaders together to explore how CMOs and CFOs can work together to drive competitive advantage. Register your interest here.<\/em><\/p>\n<\/div>\n

#reshapes #consumer #journey #LOr\u00e9al #rethinking #marketing #engine<\/p>\n","protected":false},"excerpt":{"rendered":"

When Asmita Dubey started her … <\/p>\n","protected":false},"author":1,"featured_media":6161,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[3548,4492,1117,9181,1125,4535,1126,8534,2644,4695,7193],"class_list":["post-6160","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-finance-news","tag-chief-financial-officer-cfo","tag-cmo","tag-consumer","tag-engine","tag-fortune-500-europe","tag-journey","tag-londonarticles","tag-loreal","tag-marketing","tag-reshapes","tag-rethinking"],"yoast_head":"\nAs AI reshapes the consumer journey, L\u2019Or\u00e9al is rethinking its marketing engine - Finance News<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.vaultinsider.top\/?p=6160\" \/>\n<meta property=\"og:locale\" content=\"zh_CN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"As AI reshapes the consumer journey, L\u2019Or\u00e9al is rethinking its marketing engine - 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