Coty has partnered with ChatGPT-creator OpenAI to expand the use of artificial intelligence (AI) tools across selected areas of the French beauty giant's global organisation.
The owner of Maybelline New York will utilise ChatGPT Enterprise, a corporate-scale subscription tier of ChatGPT that contains advanced security and data analysis tools.
Coty has claimed this will provide employees access to AI models with enterprise-grade security and privacy, supporting daily work and cross-functional collaboration.
“This collaboration enables Coty teams to securely use OpenAI’s leading, enterprise-grade AI capabilities in line with Coty’s expectations for privacy, quality and performance,” said Jerome Auvinet, Coty Chief Information, Digital Innovation & Business Services Officer.
“It helps our teams work more efficiently and focus on higher-value contributions.”
Coty has been rapidly accelerating internal AI integration over the past year, which includes a global upskilling programme.
This is focused on a blend of live training, hands‑on workshops and leadership engagement, which the business has claimed supports how teams “think, create and deliver”.
A Coty statement read: “The approach reflects Coty’s commitment to responsible, intentional innovation, introducing new technologies in a way that maintains strong governance, clear guardrails and a continued focus on quality.
“Human expertise remains central to Coty’s approach, with AI serving as an efficiency enhancer for the creativity and strategic thinking that defines its brands.”
Coty is not the only business investing in AI, with Jo Malone London launching an AI-powered fragrance advisor tool in 2025, designed to address “sensory cues” missing in online scent shopping.
Target, the US department store chain, also launched its debut shopping storefront on ChatGPT last year.
It joined the likes of beauty brands such as Glossier and Skims, which are also now available through the chatbot.
This is via Open AI’s new Instant Checkout – a new ChatGPT feature which allows users to purchase products directly through the app.
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