L'Oréal builds for multipolar commerce

3 ways L'Oréal is building for an 'AI and tech-led' era

Inside the beauty company L'Oréal, there’s a team of more than 2,000 technologists working on new tools to apply cosmetics, and digital capabilities to help brands reach a wider audience. With ecommerce accounting for 28% of the business, the company is taking a “multipolar” approach that will involve more owned-and-operated stores, as well as expansion to new B2B channels.

Coca-Cola signs as early partner for OpenAI’s ChatGPT, DALL-E generative AI

A new alliance between OpenAI and Bain & Co. is forming to help marketers use the AI services ChatGPT and DALL·E for ad copy, targeted messaging and imagery. Coca-Cola is the first brand to sign on, with OpenAI’s Zack Kass calling the CPG's strategy “the most ambitious we have seen of any consumer products company.”  – Consumer Goods Technology

What would a Google advertising breakup mean for brands?

The U.S. government is taking aim at Google’s ad business with an antitrust suit that aims to split up the company’s role as a buyer, seller and marketplace. For the ad industry, the move would increase competition, while also potentially driving down costs for brands. It could also have big implications for privacy, said Amperity’s Matt Hallett.

E.l.f. to exit China market

E.l.f. Cosmetics is set to shut down sales on the Chinese ecommerce platforms Tmall and Douyin as it pulls the plug on consumer-facing operations in the world’s most populous country. The brand cited “global strategy adjustments and other objective factors.” However, products will continue to be sourced from China. – WWD

This Week in Commerce: Walmart + eBay earnings, inflation data

We’ll get a firmer look at the state of the consumer in early 2023 as Walmart reports earnings and economic data provides a look at both spending and expectations. Plus, ecommerce platforms including eBay and BigCommerce provide updates following recent layoff announcements.

The endcap and the polar bear: A history of attribution in retail marketing

From the grocery aisle to TV to the internet, attribution evolved as new forms of media emerged. Probabilistic approaches like marketing mix modeling gave way to deterministic models like first and last-touch attribution that moved at the pace of the web. Now, a new era of privacy standards is signaling a return to multilayered models that take into account not only how a campaign performed, but how an action in one part of the chain impacted all of the others. – Sponsored content with Tradeswell

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