Luxury and AI: Are superhuman customer advisors on the horizon?

With the emergence of chatbot applications driven by artificial intelligence such as ChatGPT or Gemini, web browsing and search habits have evolved considerably. The effectiveness of these tools and the new behaviours they induce have influenced purchases and raised the expectations of luxury brand consumers to a higher level of demand in terms of customer experience. This was a major development to which brands are adapting by redefining the standards of excellence in their customer service.