Luxury Unfiltered is a weekly column by Daniel Langer, an expert in luxury branding, hospitality and activations who was named a “Global Top 5 Luxury Key Opinion Leader” by Netbase Quid.
During a recent luxury conference, one guest speaker — a self-proclaimed AI expert — presented for about 30 minutes about using artificial intelligence in the context of luxury.
Yet, as we have seen with many technological advancements, the unbridled enthusiasm for AI can lead to unintended consequences, particularly in a sector that thrives on the human touch. In my point of view, one of the most significant pitfalls luxury brands face when it comes to AI is the risk of commoditizing their offerings.It depends on the ability to create a feeling that each product or service is uniquely crafted for the individual.
Luxury is more than creating aesthetically pleasing products. It is about telling an inspiring story, evoking emotions and creating a connection between the brand and its clients. However, there is a fine line between personalization and intrusion. Today’s consumers are increasingly wary of how their data is used, and AI-driven personalization that feels too precise can come across as creepy or manipulative.
AI might optimize production processes and improve supply chain management, but if it leads to an overabundance of products or too much accessibility, the brand’s allure diminishes. Streetwear label Supreme is a great example. Luxury brands must resist the temptation to adopt AI “because our competitors do it too.” This will accelerate being part of the sea of sameness.
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