By: Rania V. Sedhom
When we talk about luxury, we talk about heritage, craftsmanship, and limited availability. When we talk about technology, we talk about time, perennial access, bots. It appears that there is no marriage that will be completed between the two. However, AI is embraced by luxury brands, enhancing customer service, personalization, shopping data and fraud detection.
Many gorgeous shoppers are brand loyalty, at least in regards to a single category (clothing, shoes, jewelry, handbags, etc.). Those individuals are attracting attention from luxury brands offering special occasions, such as events or limited productions. Luxury brands can help keep brand loyalists by leveraging AI tools to provide enhanced personalization. For example, Louis Vuitton created the LV Virtual Advisor. This created an online AI tool that helps customers navigate their website in a meaningful and personal way.
Like all technologies, they can be used for good and evil. AI is used by counterfeit producers to create items as close as possible to the real product. Similarly, luxury brands use the same technology to fight fakes. AI’s advanced image recognition technology makes it easier for brands to spot counterfeit products in stores as customers browse, but also offers an additional guarantee that the items purchased are genuine. It can also be used as an educational tool to help customers identify whether or not items on the second-hand market are genuine.
Other brands using AI tools include: (1) Burberry. There is a chatbot that allows customers to create personalized shopping recommendations and allow them to book individual services. (2) Gucci. This allows customers to engage in virtual Try-Ons using AI technology. (3) Prada. Prada’s AI tools provide enhanced tailored content and digital experiences.
Many industries are debating the movement of people through AI. Human high-five interactions are important in luxury spaces. Therefore, AI is a tool used by luxury brands, but it does not exclude shopping and events with human sales team members. Brand relationships are key to strengthening and maintaining customer loyalty. The event brings together brand loyalists and encourages discussions about products and what makes them special. The event also offers networking opportunities among individuals who share at least one commonality – love for the brand.
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