Under Armour has tapped Liz Bacelar, former executive director of global tech innovation at Estée Lauder, as its new head of AI and advanced analytics.

Bacelar’s role is to “fuel an era of generative AI for our organization”, the company confirmed with ADWEEK. Bacelar is responsible for assembling a team of data scientists, engineers, and AI specialists to integrate gen AI deeper into Under Armour’s operations.

Bacelar most recently spent four years at Estée Lauder, where she was tasked with directing a research and insights team that provided analytics reports and briefings on industry trends, emerging technologies, and innovative digital experiences.

She created global innovation competitions, including two AI Ideathons with more than 700 participants and a competition for the online division with more than 200 startups. She also worked with Microsoft to launch an AI Lab, and spearheaded AI training for 500 employees across five departments.

Bacelar led the development of Estée Lauder’s first NFT and Metaverse projects, including Clinique’s Metaoptimist NFT.

Under Armour’s hire comes after the brand saw backlash from a 60-second ad last year created with AI that featured British boxer Anthony Joshua. The ad was criticized for seemingly reusing others’ work without credit.

Elsewhere, sports brands like Puma are also leaning into gen AI, using it to interact with consumers and enhance digital customer engagement.

Under Armour declined to outline the full scope of its AI strategy, but Bacelar’s appointment suggests the brand sees gen AI as a key part of its future.