The transformative power of AI in luxury marketing

Between 2022 and 2025, luxury brands have progressed from experimental AI adoption tostrategic implementation. However, most brands are still scratching the surfaceof AI potential through limited Proofs of Concept (POCs). Testing via POCs isessential in a preliminary phase, but not sufficient – the real challenge liesin scaling up.

This white paper examines how AI is revolutionizing luxury marketing and provides astrategic framework for brands to harness their transformative potential.

Through an exploration of AI experiments across the marketing value chain (1), it aimsto identify key strategic prerequisites (2) within the marketing operatingmodel that enable brands to unlock AI’s full potential – and turn it into atrue competitive advantage.