贝恩公司：2026 AI 时代奢侈品领域获客经营全新发展格局研究报告（英文版）（16页）.pdf

1、Winning Over the Customer in the Age of AI:A New Horizon for LuxuryThe industry must honor luxury codes while adapting to consumers rapid adoption of generative AI tools.By Jolle de Montgolfier,Nathalie Remy,Mathilde Haemmerl,Hlne Glaser,Bndicte Epinay,and Laurent DhennequinCopyright 2026 Bain&Compa

2、ny,Inc.All rights reserved.AcknowledgmentsComit Colbert and Bain&Company would like to extend their sincere gratitude to all the individuals and Maisons(members of Comit Colbert and beyond)that contributed to this study,responding to the survey and sharing their perspectives on artificial intelligen

3、ce during interviews.In particular,we thank the following Maisons and groups for their valuable participation:Balenciaga,Biologique Recherche,Boucheron,Carita,Cartier,Celine,Chanel(Fashion division),Christian Dior Parfums,Christian Louboutin,Diptyque,Givenchy,Herms,Kering,Longchamp,LOral Luxe,Lorenz

4、 Bumer,Louis Vuitton,LVMH,Messika,Richemont,Van Cleef&Arpels,and Yves Saint Laurent Beaut.Winning Over the Customer in the Age of AI:A New Horizon for Luxury1At a Glance Every Maison now features artificial intelligence(AI)on its strategic agenda,and adoption has broadened across functions,though mo

5、stly through pilots and tests rather than scaled deployments.Translating AI into tangible business impact remains the exception rather than the rule.At-scale deployments predominantly target back-office and operational functions;luxury brands are deliberately preserving the human element of client i

6、nteractions.Customers are moving faster than the industry.In key markets,more than half of luxury consumers used AI during their most recent purchase.Luxury brands can start increasing their visibility on generalist AI tools now while cautiously pursuing other customer-facing deploymentsIn 2024,Bain