Luxury / news
Luxury Brands Elevate AI to Top Strategic Priority as Consumer Adoption Surges
New research shows a sharp increase in luxury houses ranking artificial intelligence among their top corporate priorities, even as consumer AI usage for shopping outpaces brand deployment.
According to the Luxury and Technology report by Bain & Company and Comité Colbert, 22% of luxury houses and groups now place AI among their top three corporate priorities for the next three years, up from just 5% in 2024. Additionally, 61% rank AI in their top 10 priorities, compared with 50% two years ago.
The study highlights that larger luxury groups with annual revenues exceeding €5 billion ($5.71 billion) have more advanced AI strategies than independent or smaller brands. However, consumer adoption of AI for shopping guidance is moving faster than the industry's implementation.
China leads in AI usage among luxury shoppers, with 64% utilizing the technology, followed by the United States at 54% and France at 27%. The findings underscore a growing gap between consumer behavior and brand readiness.
The report suggests that luxury companies are racing to integrate AI across areas such as personalized recommendations, customer service, and supply chain management. The shift reflects a broader trend of digital transformation in the high-end retail sector.