{"id":150980,"date":"2026-07-02T09:44:07","date_gmt":"2026-07-02T07:44:07","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=150980"},"modified":"2026-07-02T09:44:08","modified_gmt":"2026-07-02T07:44:08","slug":"loreal-en-openai-maken-beauty-artificieel-en-intelligent","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/schoonheid-verzorging\/loreal-en-openai-maken-beauty-artificieel-en-intelligent\/","title":{"rendered":"L\u2019Or\u00e9al en OpenAI maken beauty artificieel en intelligent"},"content":{"rendered":"\n<p><strong>L\u2019Or\u00e9al <\/strong>en AI-reus <strong>OpenAI <\/strong>gaan een opvallende samenwerking aan: de cosmeticagigant integreert OpenAI-technologie in alle kernactiviteiten, van consumentenervaring tot onderzoek en marketing. Van virtueel make-up passen tot productontwikkeling: alles wordt AI.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">ChatGPT als verkoopkanaal<\/h2>\n\n\n\n<p>L\u2019Or\u00e9al maakt van ChatGPT een centraal platform voor productontdekking en aankopen: dochtermerk Maybelline New York brengt haar Makeup Virtual Try-On rechtstreeks naar ChatGPT, zodat consumenten in realtime make-up kunnen uitproberen via gesprekken met de chatbot. Ook merken als Lanc\u00f4me, K\u00e9rastase, SkinCeuticals, CeraVe en Garnier doen mee aan een mondiale pilot met AI-gestuurde advertenties op het moment van aankoopintentie. <\/p>\n\n\n\n<p>Maar het gaat verder dan alleen de front-end: behalve marketing heeft Emmanuel Marill, MD voor EMEA bij OpenAI, het ook over &#8220;het versnellen van onderzoek en innovatie tot het helpen van medewerkers om op nieuwe manieren te werken en nuttigere, intu\u00eftievere ervaringen voor consumenten te cre\u00ebren.&#8221;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Kostenbesparing en innovatie versnellen<\/h2>\n\n\n\n<p>De samenwerking bouwt voort op eerdere successen van L\u2019Or\u00e9al. Het interne CreAItech-platform, aangedreven door generatieve AI, heeft de productiekosten al met 40% verlaagd en 50.000 marketingassets gegenereerd. In 2025 investeerde L\u2019Or\u00e9al 1,5 miljard euro in technologie, met ongeveer 60% van het advertentiebudget gericht op betaalde sociale media. Met de hulp van OpenAI zal L\u2019Or\u00e9al nu nog meer AI-beelden en video\u2019s kunnen maken.<\/p>\n\n\n\n<p>OpenAI\u2019s GPT-Rosalind, een op maat gemaakt AI-model, helpt L\u2019Or\u00e9al dan weer om het huidmicrobioom op ongekende schaal in kaart te brengen. Dit moet leiden tot de ontwikkeling van een nieuwe generatie natuurlijke en effectieve huidverzorgingsproducten, te beginnen bij La Roche-Posay. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Focus op Gen Z en betaalbare parfums<\/h2>\n\n\n\n<p>Naast de AI-strategie zet L\u2019Or\u00e9al in op de groeiende vraag naar betaalbare parfums onder Generatie Z. Vorige week lanceerde het bedrijf een nieuwe parfumlijn onder make-upmerk NYX. De geuren kosten maar zo&#8217;n 15 dollar of euro per 80 milliliter, als &#8220;eerste poging om op een toegankelijkere, leukere manier de parfummerkt te betreden&#8221;.<\/p>\n\n\n\n<p>De producten verkopen bijzonder goed op platforms als TikTok, aldus het bedrijf, aangezien geuren een  \u201cenorme aantrekkingskracht\u201d hebben op Gen Z. Uit cijfers van onderzoeksbureau Circana blijkt dat de markt voor massamarktparfums in de VS vorig jaar inderdaad met 15% groeide, tegenover 5% voor luxe parfums.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Toekomstperspectief: AI als fundament<\/h2>\n\n\n\n<p>L\u2019Or\u00e9al heeft al 73.000 medewerkers opgeleid in generatieve AI en uitgerust met interne tools zoals L\u2019Or\u00e9alGPT. Met 22 onderzoekscentra wereldwijd en een team van meer dan 4.000 wetenschappers en 8.000 digitale, technische en data-experts, streeft het bedrijf naar een leidende positie als \u2018Beauty Tech powerhouse\u2019.<\/p>\n\n\n\n<p>De samenwerking met OpenAI markeert dan ook een mijlpaal in L\u2019Or\u00e9al\u2019s \u2018Transformative AI roadmap\u2019, die draait om drie prioriteiten: het verbeteren van de consumentenervaring, het versterken van teams en het opbouwen van AI-capaciteit in de hele organisatie. L\u2019Or\u00e9al werd in 2025 door Fortune magazine uitgeroepen tot meest innovatieve bedrijf van Europa.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>L\u2019Or\u00e9al en AI-reus OpenAI gaan een opvallende samenwerking aan: de cosmeticagigant integreert OpenAI-technologie in alle kernactiviteiten, van consumentenervaring tot onderzoek en marketing. Van virtueel make-up passen tot productontwikkeling: alles wordt AI.<\/p>\n","protected":false},"author":5,"featured_media":81405,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[19],"tags":[1467,1112],"people":[],"extra":[43],"company":[114],"topic":[233,488],"region":[],"class_list":["post-150980","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-schoonheid-verzorging","tag-artificiele-intelligentie","tag-samenwerking","extra-plus","company-loreal","topic-innovatie","topic-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>L\u2019Or\u00e9al en OpenAI maken beauty artificieel en intelligent - RetailDetail BE<\/title>\n<meta name=\"description\" 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