"As artificial intelligence becomes embedded within luxury operations, from marketing and personalization to inventory and clienteling, brands are increasingly doubling down on what technology cannot replicate: emotional connection. Over the past decade, luxury has relentlessly optimized for ROI, investing heavily in data, CRM systems and performance marketing. And at Shoptalk Luxe, vendors and brands alike described deeper AI integration than ever before, with automation now underpinning everything from media buying to e-commerce search."
""At the very top end of luxury, you're not selling a product, you're selling a feeling," said Michael Ward, managing director of Harrods. "People don't come to Harrods just to transact. They come for theatre, inspiration and experiences that stay with them. That emotional connection is what brings them back. We've invested heavily in private shopping, so we have three grades now of private shopping - a fantastic service at the entry point.""
AI now powers marketing, personalization, inventory and clienteling across luxury operations, and automation underpins media buying and e-commerce search. Luxury invested heavily in data, CRM systems and performance marketing to optimize ROI over the past decade. Slowing growth and more selective consumers are prompting executives to reconsider whether efficiency and scale alone deliver lasting value. High-end retail emphasizes emotional connection, theatre and personalized experiences, including tiered private shopping. AI reveals behavioral patterns at scale but cannot replicate atmosphere or intuition. Platform fragmentation reduces brand control and raises pressure to create meaningful interactions that traditional metrics may not capture.
Read at Digiday
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