As artificial intelligence (AI) continues to even more deeply permeate our world, there is also ever-greater evidence of luxury brands getting in on the act. According to a GlobalData report, brands in this sector have upped their AI investments by 79%, to more than $360 million, over the last three years. 

But what are some of the factors driving such investments? Below, the experts of our luxury digital marketing consultancy at Skywire London take a closer look at them. 

The opportunity to optimise customer experience 

In the past, information about browsing behaviour would be fed into high-end brands’ recommender systems to present customers with the products and solutions of greatest interest and relevance to them. Today, however, individual biomarkers allow for customisation of even greater precision. 

AI-driven computer vision technologies, for example, are making possible more accurate body measurements and analysis of skin tones. This means that products can now be more easily tailored to a diverse range of customer demographics. 

Luxury-sector titans have drawn upon such innovations to deliver better-personalised cosmetics recommendations, as well as to undertake body measurements in a non-intrusive way. 

Generative AI models are even now making it possible for customers to effectively collaborate with brands and create designs of their own. So, not only is the user empowered to bring their own creativity to the product, but the process can also help foster brand loyalty. 

Bolstering the efficiency of operations 

If any luxury brand wishes to expand to new markets, or even simply to consolidate its success in the jurisdictions in which it is already present, it needs to get so many of the “mundane” aspects of its operations right. 

So, it is great news that the management of inventory and supply chains, for instance, has become easier for lifestyle, fashion, and other high-end brands with AI’s emergence. 

Such tech has helped improve brands’ predictability across sales channels, and to streamline luxury-sector organisations’ efforts to grow. 

The better protection of brand identity 

Strengthening the resilience of brands might not be the first application of AI that comes to many observers’ minds. However, with counterfeit goods having been a serious and long-time challenge for luxury brands, there are hopes that solutions like AI and the blockchain could support their efforts against the counterfeiters. 

While AI may not exactly solve every problem a given high-end brand could have, the technology’s abundant potential for businesses in the luxury, lifestyle, and fashion sectors is becoming clearer over time. Furthermore, consumers are willing and eager to make the most of such technologies to help improve their own brand experiences. 

For an in-depth conversation with the creative, strategic, and digital experts at Skywire London about how our luxury digital marketing consultancy could work most effectively with your business to help power its success, please don’t hesitate to contact us. 

Photo by ZHENYU LUO on Unsplash