Global beauty major Coty Inc. has announced a strategic collaboration with OpenAI, rolling out ChatGPT Enterprise across select internal teams to accelerate digital transformation and next-generation beauty innovation. The move underscores Coty’s ambition to integrate advanced artificial intelligence into its operational and creative workflows while maintaining strong governance and privacy standards.

The adoption of ChatGPT Enterprise is positioned not as a replacement for human expertise, but as an “efficiency enhancer.” Coty emphasized that AI will streamline routine and repetitive tasks, allowing employees to redirect time and energy toward higher-value strategic and creative initiatives. By embedding AI capabilities into core business functions, the company aims to unlock greater productivity and faster innovation cycles.

Jerome Auvinet, Coty’s Chief Information, Digital Innovation & Business Services Officer, described the collaboration as a milestone in the company’s digital journey. According to Auvinet, integrating OpenAI’s advanced models enables teams to focus on creativity and strategic impact while ensuring that privacy, data governance, and responsible AI deployment remain central to implementation.

The partnership reflects a broader transformation underway across the beauty sector, where AI is increasingly being leveraged for product development, trend forecasting, consumer insights, marketing optimization, and supply chain efficiencies. As digital-native and Gen Z consumers demand hyper-personalized experiences and faster innovation, AI adoption has become a strategic differentiator for global beauty players.

By deploying ChatGPT Enterprise with built-in scalability, Coty is future-proofing its AI infrastructure. The company can expand use cases as internal capabilities mature, ensuring flexibility across markets and functions. Importantly, the structured enterprise deployment model addresses concerns around data security and compliance—critical considerations for multinational organizations operating across regulatory jurisdictions.

Coty’s move positions it among the early adopters of enterprise-grade generative AI within the beauty industry. As competitive pressures intensify and innovation cycles shorten, the integration of AI into corporate ecosystems is expected to transition from experimental to foundational.

The collaboration signals that AI in beauty is no longer confined to consumer-facing personalization tools—it is now embedded at the enterprise level, reshaping how global beauty organizations operate, innovate, and scale.