Luxury / brief
Luxury brands accelerate AI adoption as consumer usage surges
A new joint study reveals that luxury executives are rapidly prioritizing AI, with 22% ranking it among their top three strategic priorities by 2026, up from 5% in 2024. Meanwhile, 55% of luxury consumers now use AI in their purchase journey.
The study, conducted by Comité Colbert and Bain & Company, marks the fifth edition of their technology-focused report. It involved discussions with representatives from 23 luxury brands and houses, as well as a consumer survey across France, the United States, and China.
Among luxury executives—including CEOs, marketing directors, chief technology officers, and chief digital officers—the urgency to adopt AI has grown sharply amid economic pressures. More than 80% now consider AI a top 10 priority, compared to just over half two years ago.
Consumer adoption is equally striking. Over half of luxury consumers surveyed reported using AI during their most recent purchase process. The wealthiest buyers are the most avid users, with 82% employing AI to research products, particularly for purchases with resale value.
Despite early adoption in the sector, the report notes that many luxury companies have focused AI efforts on operational efficiency rather than enhancing customer relationships. This gap suggests significant room for further integration to meet consumer expectations.