Author: Sam Bradley

OpenAI’s advertising platform remains a building site, but marketers remain incredibly keen to forge alliances with the generative AI leader.

L’Oréal is the latest to strike a deal, this week unveiling a partnership to give it a leg up in product discovery and to use the organization’s latest models in its CreAItech marketing production system. Subsidiary brand Maybelline is also set to develop a virtual “try-on” app to be integrated into ChatGPT itself.

The beauty company made the announcement as its chief digital and marketing officer Asmita Dubey prepared to take the stage at Paris tech conference VivaTech on June 19. Executives from LVMH, Google and Renault also appeared at the conference.

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Stagwell has launched The Media Machine, a media-side extension of The Machine, Digiday has learned. The Media Machine is essentially the challenger holding company’s equivalent of an operating system, powered and empowered by AI. 

The Media Machine extends what Stagwell has spent the better part of two years building with The Machine (but which formally launched in January 2026), in that it’s a media-specific operating layer that enables workflow through an integrated operating system. Working up and down the funnel, The Media Machine aims to execute agentic buying via a more connected process across Stagwell’s existing media stack. 

The operating system can work directly with sell-side ecosystems including Google’s GMP products, Meta, Microsoft/LinkedIn, TikTok and The Trade Desk, and can plan and activate in one workflow. There’s separate audience-first planning from brief through to activation via an ID graph, and advanced market mix modeling helps to make quicker and more accurate performance insights followed by decisions. Its builders say it’s open-sourced enough to work across platforms including Figma, Slack, Teams, Adobe, and performance dashboards, which obviates the need for new closed-system software.  

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