Luxury made personal: Lexus Europe introduces the AI Concierge
Lexus Europe
AT A GLANCE
Valtech built Lexus Europe an AI Concierge that turns online browsing into a moment of true hospitality: personal, intuitive, unmistakably Lexus.
Increase in call-to-action clicks
Increase in lead conversions
Increase in number of completed vehicle configurations
THE OPPORTUNITY
A smoother path to experience-centered digitalization
The legacy Lexus Europe website had been primarily designed for self-serving audiences. For consumers who are new to the brand, that could be an overwhelming experience.
The Lexus Europe team knew there was a better way to get these visitors the information they need. They recognized this as the opportunity to build an improved digital experience to engage potential customers, move them through buying journeys more smoothly, and ultimately drive conversions and leads from the website.
Loïc Charlon, Senior Manager, Lexus & Kinto Digital ExperienceAt Lexus we are obsessed with the customer. Anything that
can help to offer better customer experience, either at the
retailer or on the website, is fully aligned with our values. We
call it Omotenashi. It's a Japanese term meaning the art of
hospitality, where we're trying to anticipate customers’
needs and answer exactly what they are looking for.
An AI Concierge that makes Lexus feel personal
THE TRANSFORMATION
To make Lexus more approachable, we built an intelligent, intuitive digital concierge. This isn’t a chatbot. It’s an AI-powered guide that helps users navigate the website with ease. Whether a prospective buyer or a returning customer, visitors can ask questions, and the AI Concierge will deliver tailored, easy-to-digest responses using Lexus data from multiple sources.
Beyond simply answering questions, the AI Concierge presents comparisons, lists and tables, automatically selecting the most useful format. It also integrates a built-in color selector, allowing users to visualize different car colors in real-time.
Most importantly, it helps guide users to their next step, whether that’s exploring model details, booking a test drive or finding a dealership.
Under the hood, the AI Concierge leverages retrieval-augmented generation (RAG) to pull in relevant Lexus knowledge, refining user queries before passing them to a large language model (LLM). This ensures responses are accurate, structured and engaging. Strict guardrails prevent personal data processing, while a tone-of-voice guide keeps interactions polished and on-brand.
Christophe Meulemans, Manager, Lexus Digital ExperienceFor the first time ever, by leveraging AI and our long-
standing partnership with Valtech, we have been able to
deliver true digital Omotenashi to our Lexus customers
through the innovation of the LBX AI Concierge. Not only will
it improve the digital experience for our customers, but it
will also help increase conversion for the business.
ON THE HORIZON
Next steps
We plan to test and roll out the AI Concierge iteratively across
models in the Lexus fleet. First up: the subcompact luxury
crossover Lexus LBX, named 2024 Car of the Year by British
automotive magazine What Car?
