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Beyond the Algorithm: Intuition in the World of AI
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00:01All right, good afternoon.
00:04I see that the Sanofi seats are totally empty, so they're obviously not interested in beauty.
00:10As their shareholder, I would have expected a little bit more attention from Sanofi, but it's okay, we'll forgive them.
00:17I'm very happy to be here today at Viva Tech and hopefully to indulge you with a little bit of
00:23interesting topics during your lunch break.
00:25Nick, initially when I arrived, I thought I wouldn't only talk about technology, about tech, AI, but I will because
00:34I've just learned a very exciting news just as I was getting ready for that speech,
00:40is that Fortune magazine, who ranks companies in the world on many topics, has ranked L'Oreal at the top
00:48of its Europe's most innovative companies list.
00:51It is a fantastic achievement I'm so proud of.
00:54So, it's a bit of a scoop.
00:58It will be officially released tomorrow, but I couldn't resist talking about it.
01:04Of course, our leadership in beauty tech is one of the major levers that allows us to create the beauty
01:12of the future and that allows us to win this type of awards.
01:16Because new technologies like Gen.AI, Agentic.AI are redefining what beauty means to consumers and how they experience it.
01:24To meet the changing needs, we need to harness unsurpassed 16,000 terabytes of data that we have at L
01:33'Oreal and priceless partnerships with the most innovative partners like NanoNTech,
01:41NVIDIA, who had his conference not so long ago, and many more.
01:45However, this has allowed us to cross new frontiers in longevity, in augmented services, and sustainable beauty.
01:53Take longevity.
01:56We have harnessed the power of tech to decode the root causes of biological aging at the cellular, molecular, and
02:04ticolor level, with the will of longevity for beauty.
02:09This approach allows us to map skin health, to anticipate, intercept, and reset the root causes of aging in a
02:18truly integrative way.
02:20This new understanding has allowed us to develop a state-of-the-art diagnostic device, which I've just tried a
02:27couple of minutes ago, in collaboration with NanoNTech.
02:30Lancôme Cell Bioprint, which was presented at CES 2025 and winner of several prizes, is like a small lab on
02:40a chip, which enables you to determine your own skin biological age and predict, and that's the most important part,
02:48potential skin issues in just five minutes.
02:52Agenic AI is transforming the way consumers experience beauty, creating a growing demand for augmenting services, providing tailored advice, hyper
03:02-personalized product recommendation, and support.
03:06Beauty Genius, the personal beauty assistant from L'Oreal Paris, is powered by Agenic AI.
03:12It's available 24-7 online and coming soon on WhatsApp.
03:17It was launched last year in the U.S., and it already racked up over 400,000 conversations.
03:24Then there's another thing, Noli.
03:26It means no one like I.
03:28It's the first AI-powered, multi-brand e-commerce startup.
03:31It's a startup that we founded, and it's reinvented how people discover and shop beauty products, allowing 85% of
03:40beauty users to shop with more confidence.
03:42Noli is partnering with Accenture and Media and Microsoft who experiment and scale AI experiences very rapidly.
03:53At L'Oreal, we're also leading the way in harnessing the power of tech for sustainable beauty.
04:00With solutions like advanced ingredient sourcing through vertical farming, Osmo Bloom, a revolutionary air capture technology for innovative fragrance ingredients,
04:12and we'll talk about fragrances later.
04:14We also have L'Oreal Air Light Pro.
04:16It's a revolutionary infrared-powered hairdryer that's better for the hair, but also for the environments.
04:25Note that you can see all this innovation in our stand here at VivaTech, so please go along and experience
04:31them for yourself.
04:32There's a little bit of queue, but it's really worth it, as we say at L'Oreal.
04:36We're also using AI to augment our researches.
04:39We have our president of RNI here in the room, and it has been a real game-changer to our
04:45research team.
04:45It's allowing us to screen molecules and develop new formulas quicker than ever before.
04:53Our dedicated Gen.AI Beauty Content Lab, CRE-AI Tech, also augments the creativity of our marketing teams by generating
05:01unique images for product campaigns, social media, and e-commerce, tailored to each brand's unique codes and cues to explore
05:11new codes of beauty.
05:13This is a lot of tech and AI.
05:16It's just expected at VivaTech.
05:17But today, as I said, I want to talk about something that is beyond the realms of AI.
05:23Something that is almost the polar opposites of algorithms.
05:28Something that escapes rationality as it is inherently human.
05:34But it's something that is vital to creativity and innovation.
05:38And that's intuition.
05:41Intuition isn't simply gut-filling, but immediate knowledge that transcends reason.
05:47It's an unpredictable spark built on a combination of lived experiences, not always related or consciously processed.
05:56And therefore, it is not, at least not so far, replicable by machines.
06:01But it is present within all of us.
06:04It's a raw revelation that awakens new ideas and emotions.
06:08We can't stop it and aren't always aware of it.
06:11So why is intuition so crucial in beauty and why do I want to talk about it today when AI
06:17models are already capable of composing songs or writing novels?
06:21Because beauty, perhaps more than any other film, is a métier of creation, of emotions.
06:30It's a market where we must constantly invent and produce something desirable, mesmerizing, never seen before, that touches the heart
06:39and soul.
06:39One area where intuition is particularly important, as you guessed, is perfume.
06:45An area where I'm pleased to say that L'Oréal is the world leader.
06:49We are the worldwide number one in fragrances.
06:52And perfume carries an emotional and memory dimension like no other product.
06:58It reminds you it builds on your childhood's emotion.
07:00And from Proust's Madeleine to Grenouille's obsession with perfume in Suskind novel, when we smell a fragrance, it encapsulates the
07:09past, a scent, or takes us on a journey.
07:13Creating a new perfume is both an art and a science that calls upon sensitivity, emotion, and the intuition of
07:21the creator, who is interestingly called a nose, which refers to one of the five basic human senses.
07:29And while technologies exist to help in the creation of fragrances, they can't replace the intuition and alchemy of a
07:37master perfumer.
07:38So to explore this further, I'd like to invite on stage somebody who's an incredible person, Daniela Andrier, one of
07:47the world's leading noses and the creator behind some of the world's leading fragrances, such as Prada Infusions of Myself
07:55by Yves Saint Laurent.
07:57Daniela, please, join me on stage.
08:04Thank you, Daniela, for sharing with us some of your instinct, creation, and secrets of this incredible crowd.
08:11Thank you very much.
08:11I'll see you in a bit.
08:12Hello to everyone.
08:14One, when I was a child, I was convinced that there was no need to learn in school, but that
08:21all humans need, oh, I'm sorry, but that all humans beings were born with the knowledge we only needed to
08:30remember.
08:31For Plato, true knowledge is not something we learn from experience, but something the soul remembers, a recollection.
08:40I know perfectly well if it is a day for creating new ideas.
08:46Not every day is offering this fulfillment.
08:50We perfumers have learned the language of molecules, an alphabet that is the link between a name, a smell, and
09:00the labyrinth of our intusion.
09:02What I call the labyrinth of our intusion is the invisible evidence, the ballet of synesthesia, allowing us to translate
09:12a brand into a fragrance.
09:15Bergson gives this definition.
09:17Intusion is the entry in the thing itself, instead of turning around.
09:28I was expecting our first child when L'Oréal briefed me on the fragrance, the first fragrance for Maison Margiela.
09:36I declined.
09:37A year later, my son was six months old.
09:40L'Oréal asked me once more to work a new idea for Margiela.
09:45For a whole year, Martin Margiela had refused every idea.
09:49I was about to come back from maternity leave.
09:53It was therefore my first fragrance after a long silence.
09:57The brief was only two words, a green flash.
10:02I put the baby to sleep and started to write the formula.
10:06I felt like a bird singing a song.
10:09From inside, deep inside, was rushing a new formula.
10:14I was only writing something that couldn't wait or be done in any other ways.
10:19It was a joyous flash.
10:22A moment that seemed to last long, but was in reality a couple of minutes.
10:27Then it was done.
10:29There was nothing more coming to my mind.
10:32I used galvanum resinuid and oil, as well as mastic oil, both in overdose,
10:39and added other green notes to convey this green flash.
10:42Then, to add addiction and soul to this vegetal note of crushed stems and sap,
10:50I added orange blossom flower absolute, frankincense, and etymaltol, smell of cotton candy,
10:58to bring addiction and comfort.
11:00I knew this was the fragrance he was waiting for at the very moment when I had finished the formula,
11:08waiting for it to be compounded the next morning.
11:12When I met Margiela a couple of days later, I had prepared seven ideas.
11:17He snapped this one in third position and said after a minute,
11:21I don't know about you, but I found my fragrance.
11:26It was his first fragrance with the beautiful name Untitled.
11:30It won the Fragrance Foundation Award of Parfum Extraordinaire.
11:34The word perfume, pear, through, and fumum, smoke, originally referred to scented smoke
11:44produced by burning substances such as resins, woods, or plants,
11:50often in a ritual or sacred context.
11:54Like a bird suspended in the sky, perfume lingers in the air, weightless, elusive, free.
12:03Thank you.
12:06Thank you.
12:08Thank you so much, Daniela.
12:09And I invite you to, for those who got little blotters in the room,
12:15to smell, to test Daniela's creation, Untitled, for yourselves.
12:23You know, as you can see, the fragrance creation process encompasses things
12:30which no machine, however smart, can ever replicate.
12:34That's because AI is just like IQ, intelligence quotient,
12:39but without the EQ, emotional quotient.
12:42But you truly succeed in today's world, where IQ needs EQ, and EQ needs IQ,
12:48because they complement and enhance each other.
12:51At Oreal, we recognize the incredible power of AI
12:55and its potential to amplify our creativity,
12:58and we're embracing it fully to augment our teams and our business.
13:02But at the same time, we know that the collective intuition of our talented team,
13:06their shared insights and gut-filling can further spark the fire of innovation
13:11and be a competitive advantage.
13:13That's why I'm convinced that the future of beauty
13:16will need the best of tech and the best of human.
13:21Thank you very much.
13:23Thank you.
13:25Thank you.
13:27Thank you.
13:28Thank you.
13:28Thank you.
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