AI in luxury: 6 lessons from LVMH

At VivaTech 2025, we were inspired by LVMH’s strategic approach to integrating AI within its luxury maisons. Here are six pivotal takeaways that shine a light on the future of luxury.

1. Quiet tech as a luxury statement

For luxury brands, less is more, especially when it comes to technology. LVMH embraces the philosophy of “quiet tech,” where the spotlight remains on experience rather than the technology itself. By embedding AI into its backstage systems, LVMH lets the luxury experience be the primary focus, not overshadowed by tech.

2. Empowering creators, not replacing them

At LVMH, AI acts as a creative exoskeleton, amplifying the creative process rather than replacing the artisans. This fusion ensures the craft is augmented, adding depth to the brand’s heritage without sacrificing its authenticity.

3. Operational agility and personalization at scale

Operational agility is at the heart of LVMH’s strategy, facilitating personalization at an unprecedented scale. By adopting responsible AI principles, LVMH enhances creative processes while maintaining the brand’s aura of elegance and exclusivity. Initiatives like Louis Vuitton’s “1 client = 1 bag = 1 story” epitomize this personalized approach. This thinking is key to remedying luxury fatigue.

4. Creative intelligence

LVMH seamlessly blends AI with heritage, creating a non-linear luxury journey from discovery to storytelling. This integration supports designers with potent tools that preserve the brand’s soul and enrich the consumer experience.

5. Massive GenAI adoption

LVMH leads in AI adoption with initiatives such as MAJA, their internal AI thinktank. By training employees beyond data scientists and incorporating responsible AI, LVMH is set on a path toward deeply personalized, emotionally intelligent client experiences.

6. Governance, green tech and responsible luxury

As a pillar of LVMH’s strategy, combining governance with green tech ensures digital acceleration aligns with sustainability objectives. By creating a transversal infrastructure across the group and collaborating with leading tech partners, LVMH is setting standards for sustainable innovation within luxury.

Responsible innovation and human-first experience

LVMH’s approach to AI in luxury is not just about innovation. It’s about responsibility, sustainability and enhancing human experiences. By integrating technology thoughtfully, LVMH further solidifies their position as market leader and digital transformation pioneer.