Olay leverages generative ai for skin simulation

The Procter & Gamble brand has partnered with skin analysis specialist Haut.AI to integrate a Virtual Companion into its Skin Advisor platform. The technology combines generative AI, clinical modeling and image analysis to simulate how skin may evolve after four to eight weeks of using a recommended skincare routine. Following a skin assessment based on a guided selfie captured through LIQA (Live Image Quality Assessment) technology, the user's skin characteristics are matched to one of more than 10,000 AI-generated synthetic facial profiles that form the system's training dataset. Identified concerns – including wrinkles, texture, pigmentation and skin tone uniformity – are then mapped onto this digital model and projected over time using SkinGPT, Haut.AI's proprietary engine trained on clinical data. The aim is to provide a personalized visualization of the potential benefits of Olay products without relying on generic or retouched before-and-after images.