L’Oréal Groupe has announced a partnership with French start-up Omi to accelerate its brand content creation using 3D generative artificial intelligence (AI).
The French beauty giant is collaborating with the 3D gen AI virtual photo and video studio to create hyper-realistic product visuals for its brands at scale.
Omi integration will become a component of L’Oréal’s workflow and part of the company’s GenAI Beauty Content Lab, Creaitech, which is designed to augment creativity.
As part of this 3D AI-powered design workflow, Omi will enable L’Oréal to streamline its image creation process and accelerate product launches, aiming to save time and production costs.
Omi uses proprietary 3D gen AI technology to create photorealistic scenes “where actual product models are placed into dynamic environments, with realistic shadows, highlights and reflections”, read a statement from the company.
The studio’s new PhotoDrop feature claims to enable brands to upload or generate their own background images and drop in, scale and reposition 3D product models in minutes and “with studio quality results”.
L’Oréal has been demoing this new design workflow powered by Omi’s latest 3D AI capabilities at technology show VivaTech in Paris, France, this week (11 to 14 June).
The demonstration walks through each stage of the content production journey, which includes background generation via Adobe Firefly, product integration via Omi and image-to-video conversion via Google Veo.
This news comes at a time when beauty’s obsession with AI-generated marketing is reaching new heights.
Just two days ago, L’Oréal unveiled a new partnership with AI chipmaker Nvidia, with the aim to bring next-gen AI to beauty and deliver “never-before-imagined beauty experiences”.
Talking about the collaboration with L’Oréal, Hugo Borensztein, founder and CEO of Omi, said: “As online retail becomes more competitive, speed and quality in product visuals have become critical.
“Unlike competitors, we are not in the demo stage: we are already trusted by leading beauty brands with the most advanced visual content workflows in the world.
“L’Oréal is an exciting partnership for us – they are pushing the boundaries of retail innovation, and together we are showing the industry how AI can elevate not just efficiency, but the quality and creativity of visual content.”
Omi was founded in 2020 by Meta alum Hugo Borensztein and his brother, Paul Borensztein, who is the studio’s CTO.
The technology converts physical products into ultra-realistic digital twins in 3D using proprietary GenAI.
The company now has more than 700 B2B clients across the beauty, FMCG and beverage sectors, including Nestlé and Meta.
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