Estée Lauder sharpens its visibility in AI search

The US prestige beauty group is partnering with Profound to analyse how its entire brand portfolio is represented and recommended by leading generative AI answer engines, including ChatGPT and Gemini. The group will roll out Generative Engine Optimization (GEO) globally, with the aim of improving brands’ visibility and representation in AI-generated responses. The analysis will identify gaps in visibility or accuracy, enabling product pages, blogs, YouTube videos and other content to be adapted accordingly. The objective is to make information on products, ingredients, claims and benefits easier for large language models to interpret. Estée Lauder is thus seeking to influence a new stage in the purchasing journey: how its brands are discovered, compared and recommended by AI assistants.