How Luxury Brands Are Quietly Leaning Into Artificial Intelligence
ByYola Robert,
Senior Contributor.
Forbes contributors publish independent expert analyses and insights.
I cover founders, brands and trends across various industries
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London, UK – August 13, 2019: Old Bond street view with flags of famous fashion houses. Bond Street is a major shopping street in the West End of London for luxury designer brands getty
Artificial intelligence is rapidly transforming nearly every industry. The luxury space may appear resistant to that change at first glance but he sector has long been defined by heritage, craftsmanship and exclusivity rather than technological disruption. Yet behind boutique doors and atelier walls, the world’s most prestigious brands are increasingly experimenting with AI to reshape operations, creativity and client relationships.
The tension between human craftsmanship and machine intelligence is real. But according to Silvia Coleman, Head of Market Intelligence and VP Strategic Growth at CXG, luxury’s future lies in blending the two rather than choosing between them. “The most sophisticated luxury brands aren’t choosing between tradition and technology but instead using AI to amplify what makes them irreplaceable,” Coleman says. That balancing act comes as AI investment accelerates across the sector. The global market for AI solutions used by luxury brands is projected to grow from about $1.2 billion in 2024 to roughly $5.6 billion by 2034, expanding at more than 16% annually. Meanwhile, roughly 45% of luxury brands are already deploying AI tools to enhance personalization and customer engagement.
Luxury brands are not adopting AI all at once. Instead, the industry is evolving through several stages. The first phase focuses on operational improvements. Many brands are deploying AI behind the scenes to refine inventory forecasting, optimize supply chains and analyze consumer trends. These tools help companies respond more precisely to demand in a market where price increases drove more than 80% of luxury growth between 2019 and 2024. The next stage centers on customer experience. AI is increasingly powering hyper-personalized recommendations, predictive clienteling and virtual try-on technologies that replicate boutique-level service online. “The second phase is experience enhancement, where emerging leaders deploy hyper-personalization at scale with AI-driven product recommendations that feel curated rather than algorithmic,” Coleman explains. That level of personalization matters. About 71% of consumers now expect brands to deliver personalized interactions, and 76% become frustrated when companies fail to do so. The third phase touches the creative process itself. Designers and creative teams are experimenting with generative AI to explore new ideas, limited editions and customized products. For some brands, AI also supports digital-physical hybrid experiences such as virtual showrooms and AI-assisted styling tools.
Silvia Coleman, Head of Market Intelligence/ VP Strategic Growth at CXG.
Courtesy of Silvia Coleman
Still, Coleman emphasizes that AI must remain largely invisible to customers. “AI should be used to free up humans for higher-touch interactions,” she says. “The human element remains central in luxury, from personal shoppers to artisans and creative directors.”
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Why Analog Luxury Is Thriving
At the same time AI expands across luxury operations, physical experiences are becoming even more valuable. In many ways, the analog world has become a strategic advantage. Luxury brands that resisted fully digitizing their customer experience are now finding renewed demand for in-person interactions. Coleman describes a divergence emerging across the industry. AI is optimizing operational layers of luxury retail, while customer-facing experiences are becoming more human and tactile. “The luxury sector is uniquely positioned because it never fully abandoned the analog or in-person experience,” she says. “Technology should handle the invisible aspects while humanity handles the memorable.” That philosophy is visible in flagship stores that function as cultural destinations rather than traditional retail environments. Many brands are investing in immersive spaces that combine art, hospitality and craftsmanship demonstrations.
Luxury travel is also leaning into the concept of slow luxury, where digital disconnection becomes part of the experience. High-end hospitality brands increasingly offer retreats focused on crafts, cultural rituals and nature immersion. In this context, AI acts as infrastructure rather than spectacle. It helps identify which clients should receive invitations to private events, predicts inventory needs for boutiques and handles administrative tasks so sales associates can focus on meaningful conversations. “The luxury client does not want to see the AI,” Coleman says. “What they want is to engage with a human.”
Experiential Marketing’s New Chapter
Experiential marketing is also evolving as luxury brands rethink how they build long-term relationships with consumers. The social media-driven pop-up strategy that dominated the 2010s is giving way to deeper, more strategic experiences. Brands are investing in fewer activations but with higher impact and stronger ties to brand storytelling. “We are seeing a shift from short-term buzz to long-term engagement,” Coleman explains. “The goal is not simply social media impressions but customer lifetime value and brand affinity.”
This shift reflects broader changes in consumer behavior. Younger shoppers, particularly Gen Z, increasingly prioritize experiences over possessions. The experience economy thesis has proven especially relevant for luxury brands seeking emotional connection with new generations of customers. In practical terms, experiential marketing now emphasizes education, exclusivity and community. Invitations to private tastings, cultural events or atelier visits help transform customers into brand advocates rather than one-time buyers. AI is quietly supporting these efforts. Machine learning can identify which customers are most ly to value specific events, while generative AI can produce personalized invitations or -up content. “AI makes experiential marketing more viable, not less,” Coleman says. “It allows brands to personalize experiences while measuring long-term brand impact.”
Transparency Becomes The New Status Symbol
Technology is also reshaping luxury’s relationship with authenticity and transparency. For decades, luxury brands relied heavily on mystique and logo recognition. Today’s consumers, particularly younger ones, increasingly demand proof of craftsmanship, ethical sourcing and supply chain transparency. “The new luxury consumer wants to know before they want to be known,” Coleman says. “They want to understand where the materials came from, who made the product and why it costs what it costs.” Blockchain-based product passports and digital authentication tools are emerging as a solution. These systems track a product’s journey from raw material to finished item, helping verify authenticity while supporting resale markets. Transparency also reinforces the growing appeal of quiet luxury, where craftsmanship and materials speak louder than logos. In this model, insider knowledge and authenticity become the true status symbols. Platforms Entrupy are becoming more popular for these authentification processes.
Looking ahead, Coleman sees the luxury industry entering a period of polarization. Ultra-high-end products continue to rise in price, while accessible luxury expands through collaborations and entry-level products. The middle of the market faces the greatest pressure.
Technology will also continue to reshape the sector. AI-powered personal shoppers, predictive styling tools and advanced clienteling platforms could soon become standard across luxury retail. Yet despite the technological transformation, Coleman believes the essence of luxury will remain rooted in human connection. “The brands that succeed will be those that integrate technology intelligently,” she says. “Quality over quantity. Technology working quietly behind the scenes to deliver experiences that ultimately feel more human.”
Luxury’s greatest advantage may turn out to be its oldest one: the irreplaceable value of craftsmanship, personal relationships and time.
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