These days, fashion and beauty businesses are not only acting more like technology companies — spearheading in-house incubators, rolling integrations and experimental skunkworks labs — but restructuring the core of their very businesses around innovations like artificial intelligence.

On Thursday, OpenAI, the tech firm known for igniting the current artificial-intelligence boom, said that it’s partnering with the beauty giant to unleash AI across its entire portfolio. That includes household names like Estée Lauder, Clinique, La Mer, Bobbie Brown and Aveda.

According to an OpenAI spokesperson, Estée Lauder will “deploy GPTs across all of its brands.” GPTs are at the very heart of generative AI works, featuring large language models capable of understanding and generating content.