Like Adobe, L’Oréal embodies innovation. From the groundbreaking hair dyes created in 1909 by chemist Eugène Schueller — which laid the foundation for modern cosmetics — to its present-day leadership in beauty tech, L’Oréal has consistently reinvented itself with creativity and innovation at its core. Continuing this legacy in 2024, the L’Oréal Group launched CREAITECH: an internal content lab powered by generative AI.

CREAITECH is revolutionizing content creation by supercharging the creativity of marketing teams. Built on agile processes, the platform seamlessly integrates new generative AI features — including image and video generation — from over 40 models and services, all within a secure environment. This cutting-edge technology produces thousands of unique images, texts, and videos, each carefully tailored to brand identities and optimized for specific platforms and global audiences. Ethics and responsibility are at the heart of CREAITECH. The lab employs commercially safe AI models to ensure responsible content creation. By making advanced generative technologies accessible across the organization, CREAITECH is transforming how content is created at the L'Oréal Group.

Adobe Firefly Custom Models and Firefly Services: Powering CREAITECH’s vision.

Adobe Firefly is one of the innovative generative AI technologies being tested within CREAITECH.

Thomas Alves Machado, GenAI Global Content Director, is leading the integration of generative AI in marketing content creation at L’Oréal. He shares his insights on implementing Adobe Firefly, a key driver in automating and enhancing content creation.

Each pilot project within CREAITECH follows a structured process. As Alves Machado explains, it begins by identifying marketing teams’ needs, then assessing how new technologies can deliver concrete results. Proofs of Concept (POCs) are tested in short cycles to evaluate their added value and scalability. From the outset, these projects bring together essential skills, including those of the brand specialists, the creative vision of AI artists, and the technical know-how of creative technologists — and their new expertise has emerged with the generative AI revolution.

With Firefly, L’Oréal is exploring both Custom Models and APIs with Firefly Services. Custom Models allow for limitless image variations that perfectly embody the brand’s visual identity — all from just a few prompts. By connecting these models to L’Oréal’s internal platform, Firefly Services APIs provide secure access to powerful AI technologies for users across the organization.

For marketing teams, Firefly Custom Models streamlines the creative process, including ideation and production of commercially safe images, improving brief quality, enhancing alignment, and simplifying concept validation. As a result, teams can more easily visualize products in the right context.

“This approach gives us more control to meet production needs without requiring the extensive resources necessary for traditional photoshoots,” Alves Machado remarks. This generative AI workflow empowers teams worldwide to retain creative control.

Creating more content — simply and securely.

Alves Machado is enthusiastic about the Firefly pilot in his content production lab, citing positive results in both adoption and productivity:

• Up to a 30% production increase, helping meet soaring content demands from marketing teams. Now, multiple formats and variations can be created to satisfy the ever-growing need for personalized content.
• Improved brand consistency and control across all content.
• Simplified workflows that accelerate internal adoption.

CREAITECH is a true test-and-learn laboratory. Alves Machado also notes that projects can be halted at any stage if they do not align with L’Oréal’s principles on generative AI.

To ensure the platform’s success, L'Oréal has established key requirements:

• Empower internal teams with a deep understanding of intellectual property issues and their impact on creative professions in the era of gen AI.
• Develop and deploy commercially safe models to ensure compliance and protect brand integrity.
• Implement robust generative AI governance — essential for managing the explosion of new content, while supporting marketing and creative teams in a secure environment.

CREAITECH is also a vivid reflection of L’Oréal’s culture of innovation and agility. It allows the beauty-tech leader to fast-track AI adoption without compromising control and brand values.

Sophie Monfort serves as the Sales Director and Head of Digital Media Enterprise for South West Europe at Adobe, where she leads strategic initiatives across France, Iberica, and Italy. With a career spanning several major technology firms—including Bull, Sun Microsystems, and Microsoft—she brings extensive experience in enterprise software, business development, and digital transformation. At Adobe, she is responsible for guiding large organizations through the modernization of their creative and document workflows, enabling them to deliver seamless and impactful digital experiences. A graduate of ISC Paris Business School, Sophie is recognized for her leadership in driving innovation across key sectors such as finance, retail, and manufacturing.

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