L’Oréal brings AI into everyday digital advertising production

Producing digital advertising at global scale has become less about one standout campaign and more about volume, speed, and consistency. For consumer brands operating across dozens of markets, the challenge is not creativity alone, but how to keep content flowing without repeating expensive production cycles.

That pressure is pushing some large companies to test where AI fits inside everyday marketing work. At L’Oréal, AI-generated creative tools are being used to support parts of the digital advertising process, particularly video and visual content. The aim is not to replace human teams, but to reduce friction in a system that demands constant refresh.

The shift offers a useful view into how enterprise AI adoption is unfolding in creative functions, where speed and control matter as much as originality.

Scaling content without scaling production

For a global beauty group, digital advertising is no longer a seasonal exercise. Content is needed continuously across social platforms, ecommerce sites, and regional campaigns, often with small variations in language, format, or visual emphasis.

Traditional production models struggle to keep up. Each new asset typically involves planning, filming, editing, ...