Innovation of the Week: L’Oréal partners with Omi for 3D AI-generated product imagery

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Innovation of the Week is a series highlighting retail initiatives that have caught the eye of our team.

What is it?

L’Oréal has partnered with a generative AI virtual photo and video company, Omi, as the health and beauty brand explores 3D AI-generated product imagery.

Omi is used by many other beauty and cosmetics brands for full-scale production. It says a “key differentiator” is its capabilities – it can convert physical products into ultra-realistic digital twins in 3D.

It’s able to capture fine details such as reflections, shadows and textures from all angles to showcase the product visuals in under two minutes.

Why does it matter?

L’Oréal and Omi’s partnership makes up an integral part of the beauty retailer’s workflow and part of its beauty content lab CreAItech.

This lab uses generative AI to augment the creativity of the marketing and content teams to create thousands of on-brand images, texts and videos for platforms and global audiences.

Omi will add to this, allowing L’Oréal to “streamline its image creation process, accelerate product launches, and save significant time and production costs”.

Strategic implications

The 3D technology from Omi stands out from competitors that use 2D AI tools by using product models in dynamic environments.

The collaboration aims to help with L’Oréal’s sales and marketing in a simple, effective and streamlined way.

The technology also allows teams that aren’t experts in technology to generate these images themselves, collaborate on them in real-time and publish them.

Omi founder and chief executive Hugo Borensztein said: “As online retail becomes more competitive, speed and quality in product visuals have become critical.

“Unlike competitors, we are not in the demo stage: we are already trusted by leading beauty brands with the most advanced visual content workflows in the world.

“L’Oréal is an exciting partnership for us – they’re pushing the boundaries of retail innovation, and together we’re showing the industry how AI can elevate not just efficiency, but the quality and creativity of visual content.”