AI marketing: consistency over more content for SMEs
In brief
According to LeMagIT, Anne Machet, L'Oreal's global head of content, said at an Adobe event that the group wants AI for brand consistency, not for more volume. After OpenAI arrived in late 2022, L'Oreal ran its first campaign made with AI in March 2023. The group reworked its brand frameworks so AI tools and agents rest on a central reference, while local teams still create content.
Source : LeMagIT - « Marketing Digital : L’Oréal demande à l’IA de la cohérence, pas du volume »
What it changes for an SME
For an SME with 10 to 250 people, this case does not change the law or your duties. If you let AI multiply posts without a brand reference, you raise the risk of mixed messages and money spent on unused assets. According to Anne Machet, the key measures stay adoption, engagement and return on investment, with or without AI. A person still produces the first version; AI then creates variants, including short repetitive formats, to free time for original work.
What you can do
- Write down your brand codes, values and limits before you let an AI tool generate marketing content.
- Keep a human first draft, then use AI only to produce variants.
- Check whether generated pieces are actually used, instead of tracking how many you produce.
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