Luxury Brands Need a Better AI Scorecard
Luxury brands need to assess how AI understands and recommends them, not simply count mentions.
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AI Discoverability Is Becoming Brand Strategy
Published: September 2026 Executive SummarySearch optimization is evolving into something much broader. Large language models now evaluate information from websites, reviews, publications, videos, forums, and third-party sources simultaneously when recommending brands. Organizations must now optimize for how AI understands their business, not just how search engines index webpages. Why It MattersBrand authority increasingly depends on…
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AI Can Recommend Luxury. It Still Cannot Create Desire.
Published: July 2026 Executive SummaryAs AI shopping assistants become mainstream, many luxury executives are asking how quickly they should embrace agentic commerce. According to new research highlighted by Forbes, AI excels at helping consumers evaluate known needs, compare products, and complete transactions. What AI cannot currently do is create desire. Luxury purchases often begin with…
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The New Front Door of Luxury Is AI
Published: June 2026 Executive SummaryLuxury discovery is undergoing its most significant transformation since the rise of ecommerce. Consumers are increasingly beginning their purchasing journey through AI platforms rather than traditional search engines or social media. Instead of browsing websites, they ask ChatGPT, Google AI Mode, Perplexity, and other AI assistants which brands they should trust….
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Consumers Are Beginning to Trust AI to Make Purchase Decisions
Published: June 2026 Executive SummaryAccenture’s global research reveals that consumers are increasingly willing to delegate purchasing decisions to AI agents. Nearly three-quarters of surveyed consumers said they would trust an AI assistant to make purchases on their behalf. This shift fundamentally changes how brands compete: organizations must earn the confidence of both consumers and the…
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AI Is Redefining What Luxury Means, Without Replacing Human Craftsmanship
Published: May 2026 Executive SummaryArtificial intelligence is rapidly becoming embedded throughout the luxury value chain, from demand forecasting and inventory optimization to personalized clienteling and creative ideation. Yet Deloitte’s latest research concludes that AI should enhance, not replace, the qualities that make luxury brands distinctive: craftsmanship, exclusivity, authenticity, and human connection. Brands that treat AI…
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Luxury Consumers Embrace AI, but Still Expect Human Experiences
Published: April 2026 Executive SummaryA 2026 survey conducted by Vogue Business found that consumers see value in AI when it improves convenience and creativity behind the scenes. However, respondents remain hesitant to replace human interaction during luxury shopping experiences. Most consumers still prefer in-store purchasing, and many believe visible AI diminishes the exclusivity and emotional…