In this article, we'll explore the powerful role of Generative AI (GenAI) in shaping the future of luxury marketing. As the growth of personal goods slows, luxury Maisons must turn to innovative strategies for expansion. Experience-driven marketing, supported by GenAI, offers the most promising path forward. By enabling Maisons to deliver tailored customer journeys, refine storytelling, and create personalized, immersive experiences, GenAI is transforming how luxury Maisons connect with discerning customers, driving loyalty and sustainable growth in the sector.
Why is This Important for Luxury Marketing?
Experience and personalization are becoming crucial differentiators for luxury Maisons as they strive to captivate discerning customers and drive loyalty. With GenAI, luxury Maisons can elevate their marketing efforts by optimizing and gaining efficiency for lower value activities, leaving more room for high value client-facing activities. GenAI allows Maisons to anticipate customer needs, create hyper-personalized content, and transform digital touchpoints into emotionally engaging and immersive experiences, propelling experience-driven growth in the sector.
Key Examples of GenAI in Action
- Prada Beauty – Prada’s latest fragrance campaign, described as an "invitation to explore the convergence of visual perception and photographic illusion with artificial intelligence," used GenAI to reinterpret still-life photography of iconic scents like Prada Paradoxe. By feeding the images into an AI generator, the brand created abstract visuals that pushed the boundaries of traditional beauty campaigns through innovative, AI-generated content.
- Moncler – Moncler collaborated with Maison Meta to use Generative AI for content creation in their Genius campaign. The AI created unique digital artwork that reflected Moncler's innovative designs, allowing the brand to produce high-quality, AI-generated creative assets. This campaign showcased how AI can support luxury Maisons in streamlining content creation and maintaining the brand's visual identity, all while pushing the boundaries of digital creativity.
- Jacquemus - has utilized GenAI to create visually captivating content that plays with the boundaries of reality and illusion. In one of their campaigns, they used AI to generate deepfake content, presenting hyper-realistic yet fictional visuals that tricked viewers into thinking giant-sized handbags were roaming the streets. This innovative approach engaged audiences through social media virality.
Key Recommendations for Marketing with GenAI
- A/B Testing at Scale
By producing multiple content variations for marketing campaigns, GenAI enables luxury Maisons to conduct large-scale A/B testing efficiently. Luxury Maisons can use this approach to refine their messaging and visual identity, ensuring campaigns resonate with their audience. This leads to improved engagement, higher conversion rates, and enhanced brand loyalty.
- Personalized Marketing at Scale
Generative AI enables Maisons to create highly personalized marketing content tailored to individual customers. This can include dynamic product recommendations, personalized emails, and unique marketing messages. AI tools analyze customer behavior to optimize these communications, which significantly improves engagement and customer loyalty.
- Localized and Creative Content Creation
Generative AI empowers marketing teams by generating creative content such as visuals, product descriptions, and videos that align with brand identity. AI also adapts this content for local markets, ensuring that messages are relevant and culturally appropriate across different languages and regions. By harnessing data like customer trends and historical performance, AI allows Maisons to maintain consistency while producing innovative, contextually relevant campaigns that resonate globally.
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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