Beauty giant L’Oréal is launching a new AI-driven platform which it claims offers “hyper-personalised” communication with each customer based on natural language, just like a human being.
Christened “Lore”, the scheme is a virtual digital assistant created in partnership with tech firm NTT Data, and is designed to take consumer interactions to the next level.
While most AI tools are programmed to provide only limited answers, reducing accuracy as queries become more complex, L’Oréal maintains that Lore not only makes recommendations to customers and advises them on beauty products based on their needs, consumers can either buy direct through social commerce or via the brand’s online store.
At the core of the solution is Eva, the conversational AI platform developed by NTT Data to create and manage virtual assistants with generative AI. Eva also integrates the power of the latest Open AI innovations to deliver a solution that can understand written and spoken conversations with remarkable fluency.
L’Oréal general manager of CPD Arturo Pérez-Wong said: “With this new technology, we will better understand our consumers and provide them with superior service, since Lore can hold a fluid conversation just like a person and can advise them on the best products, reducing the margin of error. This is the starting point for a solution that will evolve.”
NTT Data director of conversational AI Santiago Santa María added: “The development of this solution was challenging and, simultaneously, very rich in learning. We trained the virtual beauty consultant for months to ensure that it would achieve its goal to provide consistent and responsive answers, even in the most complex situations.
“From the Lore development, we know that we can offer a hyper-personalised customer experience that allows us to train it on new products and enhance its knowledge and sensitivity to interacting with humans. This is only the tip of the iceberg on how AI can empower users and improve people’s lives.”
The solution can be deployed across various digital channels including WhatsApp, Instagram, call centres, web, mobile and chatbots.
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