How will luxury use AI in 2025?

In 2024, artificial intelligence (AI) dominated the cultural conversation — and luxury brands took note. LVMH went all in on AI-powered tools, Grace Ling rode the burgeoning AI wearables train, and Brunello Cucinelli amped up its storytelling by launching a bespoke machine-learning service. But how are the industry’s power players preparing to leverage the technology in 2025?
January has already given us a compelling indication: From Hugo Boss’ new AI-driven e-commerce ambitions to Burberry’s reimagined archives, brands are harnessing AI on their own terms to craft immersive worlds, provide tailored solutions, and strengthen their connections with consumers.