The global beauty industry moves quickly, and ELC’s product pipeline is influenced by massive amounts of consumer data from surveys, clinical trials, and product usage.

The ELC team adopted ChatGPT for data processing and analysis at scale. Today, ChatGPT is an integral part of ELC’s workflows, with more than 240 custom GPTs that give their employees greater time and insights to do what they do best: develop new and market existing products with precision, aligned to emerging skincare and beauty trends.

Central to ELC’s rapid adoption of AI was the company’s core belief that creativity lies in every chair. “When OpenAI came out with ChatGPT, we asked employees to tell us how they would use it,” says Raheel Khan, SVP of Foresight and Growth Intelligence at ELC. “Over one thousand people submitted ideas.”

This interest led ELC to establish their GPT Lab: A cross-functional group empowered to experiment and develop business solutions—“custom GPTs”—with ChatGPT.