Across industries, brands are moving beyond theoretical AI use and embedding intelligent systems directly into their product content lifecycles.

Carrefour, a European grocery giant, has integrated generative AI into its digital catalog. It used GPT‑4 to automatically generate product descriptions for over 2,000 Carrefour-branded items, dramatically improving content consistency and reducing manual effort.12 The retailer also launched a conversational agent—Hopla13—powered by OpenAI to guide customers through online grocery shopping, even handling dietary preferences and budget constraints Carrefour’s AI strategy spans from procurement—accelerating quote comparisons by 20 minutes per procurement using ChatGPT—to real-time shelf intelligence powered by SymphonyAI, boosting in-store availability and reducing labour costs.14

Meanwhile, Estée Lauder is creating an entirely new AI ecosystem in partnership with Microsoft and OpenAI. Their AI Innovation Lab includes over 240 custom GPT models, a ConsumerIQ internal agent, and AI-enhanced copywriting tools like Google Cloud’s and Adobe’s Firefly integration for marketing campaigns 15 These systems allow teams to generate localized campaign copy, monitor social trends via a voice-enabled assistant, and expedite R&D insights—crucial in fast-moving beauty markets where generative AI could unlock $9–10 billion in industry value.16