Luxury sector embraces AI as top shoppers adopt tools

A Bain & Company report finds that 82 % of the world’s highest‑spending luxury customers used an artificial‑intelligence tool for their most recent purchase, compared with 28 % of lower‑spending buyers. Adoption is strongest in China (64 %) and the United States (54 %), with French shoppers lagging behind. The study says AI is reshaping how affluent consumers discover, compare and decide on luxury products, influencing both online and in‑store purchases.

Meanwhile, LVMH Moët Hennessy Louis Vuitton has partnered with France’s Institut Français de la Mode to fund a €150,000‑per‑year research chair that will explore the intersection of science and creativity. The chair aims to understand how generative AI can support designers without diluting originality, and to develop tools for idea generation, mood‑board creation and rapid prototyping. LVMH executives stress a human‑centered approach, warning that AI should augment rather than replace creative talent.