人工智能时代赢得客户：奢侈品的新视野

The industry must honor luxury codes while adaptingto consumers’ rapid adoption of generative AI tools. By Joëlle de Montgolfier, Nathalie Remy, Mathilde Haemmerlé,Hélène Glaser, Bénédicte Epinay, and Laurent Dhennequin Acknowledgments Comité Colbert and Bain & Company would like to extend their sincere gratitude to all the individualsandMaisons(members of Comité Colbert and beyond) that contributed to this study, responding to thesurvey and sharing their perspectives on artificial intelligence during interviews. In particular, we thankthe followingMaisonsand groups for their valuable participation: Balenciaga, Biologique Recherche, Winning Over the Customer in the Age of AI: A New Horizon for Luxury At a Glance `EveryMaisonnow features artificial intelligence (AI) on its strategic agenda, and adoption hasbroadened across functions, though mostly through pilots and tests rather than scaled At-scale deployments predominantly target back-office and operational functions; luxury brands Customers are moving faster than the industry. In key markets, more than half of luxuryconsumers used AI during their most recent purchase. Luxury brands can start increasing their visibility on generalist AI tools now while cautiouslypursuing other customer-facing deployments In 2024, Bain & Company surveyed luxury leaders to understand their initial approach to AI. At the time,we found widespread interest and a desire to pioneer the technology—offset by reservations about its rolein the customer journey. Despite broad enthusiasm, adoption was very low across most use cases. Since then, AI capabilities have accelerated dramatically, evolving from conversational tools andreasoning models into sophisticated autonomous intelligent agents. Consumers have embraced the To capture this dynamic, we revisited our research. We found that rapid technological progress and employee adoption have accelerated executive agendas.Every luxury player now features AI on its strategic agenda. Nearly a quarter (22%) rank it among their topthree priorities for the next three years, compared to only 5% in 2024, and 61% now place it within their In total, 39% of luxury groups andMaisonsnow report having a defined vision, strategy, and sequencedroadmap for AI, while 48% noted having an AI vision with some pilots. Multi-brand groups are leading the way; all have defined a clear vision and roadmap for AI, befitting theirrole as central, vision- and standard-setting structures(see Figure 2).Maisonswithin these groups benefitfrom the corporate momentum, though their AI maturity varies by organization size and autonomy. MostindependentMaisons, bar the largest ones, remain one step behind, constrained by limited internal Winning Over the Customer in the Age of AI: A New Horizon for Luxury Figure 1:Since 2024, AI has significantly progressed as a key strategic priorityacross luxuryMaisons Winning Over the Customer in the Age of AI: A New Horizon for Luxury Luxury AI deployments Adoption rates have increased across functions since 2024, signaling broader awareness and a growingappetite for AI. However, the industry largely remains in a state of experimentation. Growth has comeprimarily from pilots and tests rather than large-scale deployments(see Figure 3). The formula for In luxury, AI is predominantly viewed as a lever for operational efficiency and productivity. This isconsistent with views held two years ago, when the industry indicated a preference for AI to support Accordingly, support and operations functions have seen more progress in large-scale deploymentscompared to customer-facing functions. In back-office and core operations, knowledge management use On the customer-facing side, AI is still rarely deployed at scale, despite increased usage overall and agrowing number of test cases. Online retail is among the least advanced areas in terms of large-scale Figure 3:Since 2024, AI deployment has accelerated: at scale in back-officeand expanding pilots across core operations and customer-facing functions Winning Over the Customer in the Age of AI: A New Horizon for Luxury Across functions, AI-driven impact remains the exception. Roughly 60% of luxury companies have yet torealize significant impact from any AI deployment. Even in areas where AI is more advanced—such asknowledge management, IT, and procurement functions—only 13% to 15% of respondents say these Consumers’ enthusiasm for AI is reshaping the luxury journey Despite the industry’s decision to keep AI out of client-facing interactions, clients have welcomed it in. Asof April 2026, 64% of Chinese buyers and 54% of US buyers said they used AI during their last luxury The most valuable clients appear to be the most enthusiastic about AI. According to Bain research, 82% ofvery heavy spenders used AI for their most recent luxury purchase, compared to only 51% of moderate This phenomenon crosses categories and channels. The share of clients who used AI for their mostrecen