‘A strategic priority’: Maesa launches in-house AI training amid push for faster, more affordable content

9 months ago 15

This story is part of Glossy’s series breaking down the big conversations at Shoptalk.

The fragrance brand Fine’ry is saving “hundreds of thousands, if not millions” of dollars by exclusively using generative AI to create campaign videos.

“Nothing is real; it’s all done on a computer,” said Oshiya Savur, chief brand and marketing officer at beauty incubator Maesa, at Shoptalk, while showing Glossy a video that will soon roll out across Fine’ry’s marketing channels. Maesa, which is also behind Kristin Ess Hair and Flower Beauty by Drew Barrymore, among other bands, launched Fine’ry, the luxury-inspired fragrance brand sold at Target, in March 2023.

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