The Estée Lauder Companies Inc. (NYSE: EL) announced a global partnership with Profound, an AI marketing platform, to monitor and improve how its brand portfolio appears across generative AI platforms such as ChatGPT and Gemini.

According to a press release, the agreement gives Estée Lauder a unified view of how its brands are represented across major AI search platforms globally, including when and how they are recommended to consumers. The company will use Profound's tools to optimize content across product description pages, blogs, YouTube channels, and other digital assets to improve visibility within large language model outputs.

Estée Lauder claims to be the first company in prestige beauty to deploy Profound's capabilities across its full global portfolio, a practice the industry refers to as Generative Engine Optimization (GEO).

"The way people discover beauty is being rewritten in real time, and we intend to shape that shift rather than reacting to it," said Aude Gandon, Global Chief Digital & Marketing Officer at The Estée Lauder Companies.

James Cadwallader, CEO and Co-founder of Profound, said the company is "approaching GEO in the way the best marketers approach any platform shift: early, comprehensively, and with real operational commitment."

Profound states it is used by 16% of the Fortune 500, including Comcast and Walmart. Estée Lauder sells products in approximately 150 countries under brands including Estée Lauder, Clinique, M·A·C, La Mer, and Too Faced, among others.