Extract
[...] This greatly facilitates the decision-making process. AI is also deployed to facilitate and improve the customer experience, both on the site and more directly in the stores. The group wants to use AI in a customer-friendly way, without distorting the human relationship, which is paramount in this type of sector. In some stores of the Tiffany brand, for example, sales staff have summaries of exchanges between customers and advisors to adapt their speech to each of them, making the exchange more personalized. [...]
[...] Today, this is particularly important in view of the increasingly large competition. A virtual assistant in a luxury house is programmed to express itself with elegance, with refinement, and this shows the brand's ability to adapt to its environment and more particularly to new technologies. The Augmented Reality in Stores The Augmented Reality is used to add virtual elements over the real world with the help of a screen. It is thus not necessary to confuse Augmented Reality and Virtual Reality, since in the second case, it is a matter of leaving the real world real thanks to a helmet provided for this purpose, for example. [...]
[...] With the data that customers provide online, brands like Gucci use AI to generate unique designs. Optimization of the value chain and logistics Little by little, artificial intelligence is also taking its place behind the scenes of the biggest luxury houses. Operations are thus more intelligent, more efficient. Thanks to these new software solutions, it is possible to adjust inventory according to real demand, and to define production levels more accurately. For example, the LVMH group regularly uses predictive models to anticipate trends based on the time of year. [...]
[...] In luxury stores, the client uses a smartphone, or a smart mirror. He directs the device towards himself or towards the product of his choice. The screen then displays the way for the client to see himself with the product in question. The advantage of artificial intelligence is that it automatically adjusts the size, as well as the color, the angle of view, so that the product in question is perfectly adapted to the client. Thus, he can try on outfits, watches, accessories without having to go through a fitting room. [...]
[...] It is a particular universe where there is a very strong emotional dimension, and where a unique know-how is at the heart of the customer experience. Artificial intelligence has brought relevant answers to a number of problems, but how to use technologies in the luxury world without dehumanization? Higher up, we mentioned the usefulness of chatbots. If these allow customers to receive personalized advice at any hour of the day and night, the latter will still feel a clear lack of human warmth. Virtual advisors, as effective as they may be, are not humans and cannot perceive all the details that make the difference. [...]
