coty is accelerating its efforts in artificial intelligence and expanding partnerships to help build partnerships. AI ecosystem According to interim CEO Markus Strobel, this is to support “intensive applications.”
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The company was spending too much time and money creating assets across too many brands and markets, Strobel said on Coty’s latest earnings call.
“Disproportionate spending can lead to wealth creation and not enough money flowing into actionable media and consumer engagement, leading to insufficient awareness, trial and purchase,” Strobel added.
As a result, projects often move past the pilot stage and lose the resources needed for scalability, as funding is allocated across multiple new product launches. By using generative AI, the company was able to generate more content in a compressed timeline while reducing spending.
“Through AI, we have reduced post-production asset costs by 70% to 90% for select fragrance, cosmetics, and skincare brands, although we are still in the early stages of implementation,” said Strobel.
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The company is also preparing for agent commerce, which uses generation engine optimization to influence how brands are represented and recommended. AI engine — “An increasingly important gateway for consumer discovery,” says Strobel.
