NEW YORK — The honeymoon period for generative artificial intelligence (AI) may be coming to an end for some, but there was still plenty of discussion surrounding the technology at Advertising Week New York. Moët Hennessy was among marketers who expressed continued optimism about the prospects for generative AI as a driver of efficiency at its annual meeting last week, while the premium alcohol category has set tough expectations regarding proper execution. He pointed out that he was holding her.
Tatiana Ilin, director of digital for Champagne at Moët Hennessy, said: “The ability to actually personalize messages to individuals or groups of individuals and create assets at scale through the automation that enables that personalization is huge for us. This is a huge opportunity for us.” A portfolio that shines during the panel session. “The challenge is…you have to do it in a way that’s luxurious and noble and doesn’t compromise the integrity of the brand and the brand ethos. That’s where the human element of things comes into play. ”
Ilin, who helps market brands such as Dom Pérignon, Veuve Clicquot and Krug, focuses on generative AI in three key areas: content creation, consumer experience, and media planning. The executive said that while her team spends about 80% of its time on mechanical tasks that don’t directly drive the business, such as budget allocation, generative AI frees up more resources for strategy development and brand building. We estimate that it is possible.
While Moët Hennessy is generally bullish on AI, Ilin stressed that a cautious approach is needed to avoid falling into the blinding penny trap. The phrase “test and learn” came up frequently during a 30-minute discussion with representatives from Publicis Media and ad tech company Viant Technology, moderated by the latter.
“Ultimately, all brands need to understand and identify the best use cases for them and deploy a crawl, walk, run approach around this. Because I don’t want to get on board. Please talk to me,” said Irin. “We want to engage with AI cautiously.”
areas of opportunity
When it comes to content creation, Ilyin said she wants tools that can help her workshop marketing materials, such as “automated focus groups” and identify the precise visual or audio cues to encourage consumers to engage with ads. said. She also argued that chatbots, virtual assistants and virtual influencers are becoming increasingly important in the luxury goods industry.
“The biggest area of opportunity is in customer interactions and discussions with specific brands and actually automating that process,” Ilin said.
Winemaker Cloudy Bay Vineyards, also part of LMVH, recently launched an AI-powered product that allows users to step away from their office emails and automatically generate Summer Fridays as part of a larger “Summer Friday” campaign. It is reported in Forbes that the company has introduced a chatbot. Moe’s parent company LMVH has made several investments in AI companies this year through its owner’s venture and family offices.
In relation to media, generative AI was positioned by Ilyin as a potential solution to signal loss, along with channels such as programmatic advertising, which have historically been difficult for alcohol brands to navigate. Ilin explained that figuring out the programmatic applications of generative AI is a top priority for 2025. That said, marketers argued that luxury brands need to be particularly conscious of brand safety, suitability, and privacy standards to maintain a premium image to high-end customers.
“Our clients trust us to respect their data and be accountable to it,” Ilin said. “We don’t want to use it just to be more efficient or try something new. But that doesn’t stop us from trying at all.”
The executive tried out Viant’s new AI media planning solution, which relies on a combination of public data and anonymized insights from the ad tech company’s demand-side platform. The full details of her relationship with Viant were not immediately clear. The marketer said the current wave of generative AI will impact Moe’s approach to the marketing services ecosystem in a broader sense.
“It will also change the way we work with media agencies. I think we all need to adopt a try-and-learn mindset as we unveil applications here.” Irin said. “But ultimately, I think this will allow us to be more data-driven and efficient, which is a real priority for me.”
