In the Artificial Intelligence in Business and Global Challenges course, students had the opportunity to hear from Uwe Brasecke, Vice President of Global Category and Value Chain Optimization at The Estée Lauder Companies. Mr. Brasecke explored the transformative role of AI across industries, highlighting its ability to personalize consumer experiences, optimize supply chains, and drive innovation in product development. He discussed how AI technology is revolutionizing fragrance experiences by analyzing individual preferences, habits, and even emotional responses. Using machine learning algorithms, companies like Estée Lauder can recommend or customize fragrances tailored to a user’s unique scent profile, creating a more satisfying and individualized product experience.

Through this session, students gained insight into how AI enables businesses to better understand consumer needs, enhance operational efficiency, and respond rapidly to market demands, all while addressing sustainability challenges. Mr. Brasecke’s presentation encouraged students to consider the intersection of business strategy, technological innovation, and ethical responsibility in shaping a more personalized, efficient, and sustainable future across industries.