In the fast-paced world of luxury, sales associates and client-facing employees are no longer just representatives—they are key drivers of the brand experience. With the advent of Gen AI, Maisons have a powerful new tool to empower their teams, allowing them to deliver more personalized, efficient, and insightful service to clients.
Why Gen AI is a Game-Changer for Sales Associates
Gen AI is not about replacing human touch; Gen AI is about enhancing it. By integrating AI into the roles of sales associates and brand ambassadors, luxury Maisons can create seamless, tailored experiences that build deeper connections with clients. AI serves as a tool to optimize low-value tasks, empowering sales associates to focus on delivering the personalized service that defines luxury.
Key Examples of Gen AI in Action
- Tiffany’s AI-Tailoring of Communications
At Tiffany, generative AI is used to assist sales associates in crafting personalized client communications. By generating initial message templates, AI streamlines the process, enabling associates to focus on tailoring messages based on their deep understanding of each client. This blend of technology and human expertise ensures every interaction feels bespoke, reflecting Tiffany's commitment to exceptional, meaningful customer experiences.
- Gucci’s AI-Powered Sales Floor Support
Gucci has introduced mobile applications for sales assistants, providing real-time insights on product availability, including colors, sizes, and client purchase history. This enables associates to tailor recommendations on the spot, offering a bespoke shopping experience. The AI also collects valuable data points, helping to identify consumer trends at personal, regional, and national levels, further enhancing strategic decision-making.
- Kering Streamlining Customer Service with AI
AI-powered chatbots have become integral to luxury customer service, offering multilingual support and human-like interactions. For instance, Kering’s experimental platform KNXT features Madeline, a ChatGPT-based personal shopper. This tool enables clients to receive quick, accurate responses while maintaining the high-touch experience that luxury Maisons are known for.
Key Recommendations for Integrating Gen AI
“Starting in 2024, the European Union will implement a new regulation requiring nearly all products sold in the EU to feature a Digital Product Passport (DPP). This initiative, part of the Ecodesign for Sustainable Products Regulation, aims to enhance transparency across product value chains by providing comprehensive information about each product’s origin, materials, environmental impact, and disposal recommendations. The DPP is designed to close the gap between consumer demands for transparency and the current lack of reliable product data.” (Data Europa, 2024) Hence, Luxury players can leverage such regulation to offer an augmented experience to their customers.
- Leveraging GenAI to optimize SAs social media strategy
Gen AI empowers sales associates to become effective social media influencers by providing tailored content suggestions, optimal posting times, and real-time response assistance. It analyzes trends and client interactions to help SAs create engaging posts that align with the brand’s voice. AI also identifies potential influencers within the client base, enabling SAs to build relationships with those who have significant online reach. This integration allows SAs to boost their digital presence, engage authentically, and expand the brand’s reach more effectively.
- Leveraging GenAI powered Chatbots to foster a virtual identity of SAs
GenAI powered chatbots can act as the online or virtual identity of individual sales associates, reflecting their expertise and style. For example, if a sales associate specializes in leather goods, their personal chatbot would focus on providing information and recommendations mainly about leather items. These chatbots can offer tailored styling advice, product suggestions, and complementary item recommendations, all while adapting to the personality and communication style of the sales associate. By analyzing client preferences and interaction patterns, the chatbot ensures that its suggestions align with the sales associate's approach, creating a consistent and personalized client experience. This allows sales associates to focus on building deeper relationships, while the chatbot efficiently handles routine inquiries and assists with driving sales online.
- Designing an immersive in-store experience
Sales associates can leverage Gen AI tools to offer clients visual depictions of themselves wearing the brand's products in various settings, such as different locations or weather conditions. This capability helps clients envision their ownership experience, allowing them to see how a luxury coat might look during a snowy mountain getaway or how a handbag would complement a summer outfit in a coastal town. By using AI-generated images, sales associates can create highly personalized and immersive visual experiences that make the product feel more relatable and aspirational. This enhances the decision-making process, making clients feel more confident and emotionally connected to their potential purchase.
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Feel free to contact our experts for any question:
Ravouth Keuky
Ravouth is a digital transformation expert specialized in luxury retail sector and airline industry. He is the global account executive for Deloitte of two major iconic brands. He brought Deloitte Digital (one of Deloitte Consulting’s offerings) to success in France, and he is currently leading the French Practice, with teams both located in Paris and Casablanca. Ravouth spent the first 10 years of his career in the telecom industry where he embraces the major tech disruption around mobile/fixed broadband (2G, 2.5G, 3G, 4G, DSL, Fibre,…). For the past 10 years, he has been advising CxOs, and especially CDOs (Chief Digital Officers) of Fortune 100 companies, on their digital transformation (from strategy to implementation). In terms of thought leadership, Ravouth has contributed to research on digital transformation, like “Leading Digital” best-seller book (www.leadingdigitalbook.com). He is also a regular invited speaker on corporate events, tech conference around digital transformation.
Ambroise Rezeau
Ambroise has 9 years of experience, starting his career in operation within an automotive Tier 1 Supplier where he managed several International projects. Since joining Deloitte, he has a good understanding of organization transformation thanks to experiences in different industries (Luxury, Automotive, IT, Service) and different countries (France, Japan, Singapore). Ambroise conducted several projects designing and reviewing customer strategy for Luxury Groups (Dior Couture, Richemont), gaining significant knowledge on Consumer & Premium Retail industry. Ambroise covered an important part of Marketing and Client value chain from strategic & top line growth, Organization transformation and Operating Model design, Customer Experience Operational excellence, Pricing, Marketing activation & Salesforce projects roll-out, M&A
Agathe Flament
Agathe various academic and professional experiences in marketing have cultivated her interest in digital and customer experience. She conducted several projects for high-end fashion and watchmaking houses on client experience, activation strategy, operating model… which led her to develop an expertise on the luxury industry. Agathe has forged a strong international mindset as she daily collaborate with international teams and spent +6 years working and studying across Spain, the UK, Hong Kong and Australia