"The Role of Artificial Intelligence in Enhancing Luxury Customer Experience and Relationship Management"

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[...] Luxury brands adopt AI to improve customer experience, accelerate operational results, gain efficiency, find more sustainable strategies, and strengthen their marketing positions (Al-Issa et al., 2024). The results obtained converge towards the revelation of the central and indispensable role occupied by AI. This is integrated into the entire value chain and contributes to the improvement of the customer relationship directly (personalization, anticipation, advice . ) and indirectly (availability of stocks, product innovation . Therefore, we can affirm the initial hypothesis, according to which AI plays a determining role in customer satisfaction through better customer relationship management. [...]

[...] Within the context of this customer experience, personalization plays a significant role. Furthermore, the introduction of AI must take into account the impact on this luxury purchasing experience. In order to understand these implications, we will review these different technological applications, within the framework of our analysis and notably to illustrate some uses of major luxury brands. Within the context of commerce and customer relationship management, AI enables the use of interfaces that allow for easy communication with machines. These interfaces, also known as chatbots or conversational agents, are a concrete application of this AI. [...]

[...] They change the way customers engage with brands, and particularly in the luxury sector. Luxury brands, for example, use chatbots to interact with customers in a more conversational environment, providing personalized advice, delivering event alerts, or searching for customized recommendations (Zeng et al. 2023) Offering a personalized customer relationship also involves proposing products that correspond to the preferences of users. This means that it is necessary to consider the impact of AI upstream of the relationship with the client. In this regard, AI has the ability to analyze a large amount of information and capture strong signals and current trends. [...]

[...] The limits of this research concern a deeper understanding of the elements that luxury brands must put in place to successfully integrate AI into customer relationship management. Indeed, in addition to the inclusive approach that considers customer expectations from the outset in the design of these tools, The integration of AI is not without challenges as it requires subtly combining the artisanal expertise of luxury and the robotic automation of AI. It will thus be relevant to conduct a more in-depth research on how luxury brands can combine tradition and technological transformation through AI. [...]

[...] Bibliography Song, X.; Bonanni, C. AI-Driven Business Model: How AI-Powered Try-On Technology Is Refining the Luxury Shopping Experience and Customer Satisfaction. J. Theor. Appl. Electron. Commer. Res 3067-3087. https://doi.org/10.3390/jtaer19040148 Al-Issa, N., & Thanasi, M. (2024). Mapping the future of tech-infused luxury: A roadmap and research direction. [...]