Estée Lauder Companies partners with Adobe to streamline digital marketing with GenAI

It aims to simplify content production and increase efficiency.

The Estée Lauder Companies has announced a new partnership with Adobe to adopt Adobe Firefly and overhaul its digital marketing production using generative AI.

The company said it is focused on speeding up campaign creation and engaging consumers more effectively. By integrating Adobe Firefly into its Adobe Creative Cloud workflows, ELC aims to simplify content production, increase efficiency, and allow creative teams to focus on developing new ideas.

This partnership supports ELC’s Beauty Reimagined strategy, which prioritises faster speed-to-market and expanding consumer-facing initiatives to attract new customers. ELC produces hundreds of thousands of digital assets each year across formats and platforms. Adobe Firefly will help automate repetitive tasks, speeding up asset creation and ensuring consistent quality across campaigns.

Adobe Firefly Services offers generative AI tools like Generative Expand, which resizes and optimises images for different digital formats. This ensures faster delivery of assets tailored for social media, shopping, and app promotions.

ELC is also modernising its digital asset management by adopting Adobe Experience Manager Assets as a Cloud Service. The updated system allows faster asset uploads, improved search, and better insights, helping teams locate and use content more efficiently.

ELC, the parent company of brands like Clinique, Estée Lauder, Jo Malone London, La Mer, and M•A•C Cosmetics, operates in 150 countries.