Big consumer brands deploy AI to accelerate product R&D

L’Oreal has pioneered this digital shift, utilizing AI for four years to model how specific molecules interact with skin and hair. Fabrice Megarbane, president of the group's consumer products division, noted that the technology allows scientists to test variables digitally, resulting in a fourfold increase in formulation speed. A recent success saw the company repurpose skincare molecules for a collagen-based shampoo, a move intended to bolster a broader innovation strategy following a period of sluggish sales growth.

Mondelez is similarly deploying AI to refine recipes for iconic brands like Oreo and Toblerone. According to Chief Information and Digital Officer Filippo Catalano, the firm’s AI system generates novel recipe combinations, which are then vetted by human experts. This process has already yielded results, such as the development of Gluten Free Golden Oreo cookies, with 60% of AI-assisted recipes outperforming traditional versions in nutrition and cost-efficiency metrics. Beyond recipes, the tool helps the company navigate supply chain volatility by identifying alternative ingredients.

Other industry players are tackling complex reformulation challenges. Nestle, for instance, is leveraging AI to find natural alternatives to artificial food colorings, aiming to eliminate them from its global portfolio by 2026. Simultaneously, the company is collaborating with IBM Research on generative AI to discover high-barrier packaging materials that balance sustainability with shelf-life performance. While these technologies are accelerating research, companies emphasize that AI serves to augment human expertise rather than replace it, ensuring that creative and scientific oversight remains central to the innovation process.