Luxury and AI
LUXURY INSIGHTS | January 18, 2026
Timeless insights for luxury brands.
How are you feeling about luxury and AI? Really?
In conversation with clients and industry connections alike, there is still an undercurrent of uncertainty and hesitation, so if you are feeling that way too, you are absolutely not alone.
The fact is, luxury is a relationship-driven sector…and by that I mean human relationship driven.
That said, luxury and AI can live comfortably alongside one another when technology is used to elevate, not erode, the essence of luxury.
01. INSIGHT
Luxury has always been a relationship business.
High-end clients will happily pay more, and purchase more often, when they experience genuine human attention and emotionally intelligent service (be that in person or online).
Thus, while AI can not replace the connection, intuition, and trust that only a human can offer, it can be used to sustain, and scale, that level of care in an increasingly demanding landscape.
AI can be powerful when it quietly supports the human relationship by highlighting patterns in client behavior and prompting thoughtful follow-ups, as one example.
It is about “using AI to enhance, not replace, the human touch,” as Deloitte aptly phrases it in a recent outlook on the future of luxury, not about automating away the very relationships your brand is built on.
02. INSPIRATION
“AI will never replace creativity;
it amplifies it.”
– Soumia Hadjali
03. INTENTION
As you think about the intersection of luxury and AI, consider this:
Which touchpoints in your client journey must remain distinctly human?
Where could AI work discreetly in the background to help you remember more, anticipate more, and personalize more (without ever making the relationship feel automated or impersonal)?
Remember, AI should support your brand’s human relationships, not replace them.
Make it a brilliant week,
Luxury Brand Communications Strategist
Creator & Author of Luxury Insights
ABOUT THE AUTHOR
Camilla Carboni is the silent partner behind many of the world’s most sought-after brands. She offers Luxury Brand Consulting, Auditing, SEO, and Copywriting to established and emerging luxury brands across the globe.
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