Luxury giant LVMH is significantly expanding its use of artificial intelligence (AI) to strengthen operations and elevate customer experience across its portfolio of high-end brands. According to The Wall Street Journal, the company has integrated predictive AI, generative AI, and AI agents into areas such as supply chain management, pricing strategies, product design, and marketing.
“Technology is essential to achieving peak efficiency while preserving the luxury experience,” stated Franck Le Moal, Group IT and Technology Director at LVMH.
AI tools now assist LVMH sales advisers by summarizing past customer interactions and generating tailored messages. These tools also help identify consumer search trends on brand websites, adapt pricing based on real-time economic factors, detect and address supply chain issues swiftly, inspire design teams through AI-generated mood boards, and create content for eCommerce platforms.
Central to this transformation is MaIA, a generative AI agent handling over 2 million monthly requests from 40,000 employees. This initiative is powered by a centralized data platform developed in collaboration with Google over the past four years.
“AI and agentic AI will define how consumer businesses adapt and thrive,” noted Carrie Tharp, VP of Global Solutions and Industries at Google Cloud.
Despite ongoing investments in AI, LVMH continues to navigate market challenges. In April, the group reported a 2% year-over-year revenue dip in Q1, with fashion and leather goods falling 4%. Executives pointed to reduced consumer confidence in China and other key regions as contributing factors and outlined mitigation plans to address ongoing macroeconomic uncertainties.
A joint study by PYMNTS Intelligence and AI-ID revealed that 77% of retailers now consider generative AI the most transformative emerging technology in the sector—an outlook LVMH appears to be embracing in full.
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News Source: Pymnts.com
