The AI chatbot Estée Lauder Companies built for its Jo Malone London fragrance brand has a uniquely difficult task.

[...] Since a soft launch begun on Jo Malone in October, online shoppers who used the tool made purchases at almost double the rate of those who didn’t, helping Estée Lauder achieve that rare unicorn in generative AI: a tool that actually drives top-line growth.

— Read more in How Estée Lauder and Google Taught AI to Sell Fragrances at The Wall Street Journal.