An AUGMA intelligence study

AI Desirability Index

How AI perceives, surfaces, and narrates the great luxury Maisons. One method, read across categories.

The AI Desirability Index is the first instrument that measures how five AI models perceive, surface, and narrate luxury Maisons, across two distinct axes, AI Presence and Cultural Desirability. Every edition applies the same method to a different set of Maisons, so the editions can be read side by side.

The editions.

Fragrance · June 2026FragranceTen fragrance Maisons, five AI models, scored across two axes and six dimensions.A Maison can be held in the highest regard and still rarely be the one the model recommends. Reverence is not recommendation.10 Maisons · 2,400 responsesRead the Fragrance edition →Fashion · June 2026FashionTen fashion Maisons, plus a director-accuracy audit kept strictly separate from desirability.The models are most confident exactly where they are wrong: 82 references to a creative director who has already left. A separate accuracy audit measures it.10 Maisons · 2,400 responsesRead the Fashion edition →Leather Goods · July 2026Leather GoodsTen leather goods Maisons, from Hermès to Polène, and the knowledge-to-visibility gap that defines the category.AI knows every Maison in the panel and volunteers only a few. Confidentiality by design reads, in AI, as absence by default.10 Maisons · 2,400 responsesRead the Leather Goods edition →

Coming editions: Watches, Fine Jewellery.

Built by AUGMA / The Augmented Maison. Every figure is traceable to its source response.

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The method

One method, every edition.

Five AI models, six dimensions on two axes, each scored 0 to 100 and model-averaged. The same pipeline runs every edition, so a Maison in one category reads against the same scale as a Maison in another. Each edition carries its full methodology.

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