Until now, no one in the luxury industry had a way to measure how AI models represent their Maison. No benchmark. No data. No visibility into the narratives that ChatGPT, Claude, and Perplexity deliver to millions of consumers every day.
I built one.
The AI Visibility Index is the first sector-wide study designed to answer a question that should concern every brand director: what does AI actually say about your Maison — when you're not in the room?
This inaugural edition covers 10 fragrance Maisons, 360 AI-generated responses, and 3 major models. The methodology is rigorous: 40 standardised prompts, 3 runs per model, cross-referenced against verified brand facts to detect hallucinations, measure visibility, and score consistency.
The results are uncomfortable.
What we found
The average fragrance Maison controls just 34% of its AI narrative. The rest is silence — or worse, fabrication.
→ 11.9% of AI responses contain factual errors. Nearly 1 in 8. That's not a rounding error — it's a brand integrity crisis hiding in plain sight.
→ Heritage fabrications account for 44% of all hallucinations. AI models don't struggle with prices or distribution. They struggle with the one thing luxury brands consider sacred: their story.
→ The gap between the most and least visible Maison is 53 percentage points (4% to 57% Share of AI). This isn't about awareness. It's about digital legibility.
The model paradox
Not all AI models are created equal.
Claude leads with a 7.5% hallucination rate. ChatGPT follows at 9.2%. Perplexity trails at 19.2% — nearly three times worse than the best performer.
The visibility-accuracy trade-off
Mega-Brand Maisons are more visible in AI (38% Share of AI) but also more hallucinated (14.9%). Niche Contemporary houses score lower on visibility (28%) but enjoy better accuracy (13.6%).
Scale drives recognition. It also amplifies misinformation.
Why this matters now
By 2027, an estimated 40% of luxury product discovery will be AI-mediated. Every hallucination is a brand equity erosion event that happens at scale, silently, with no customer complaint to flag it.
Download the full report
If you want to know where your Maison stands: contact@theaugmentedmaison.com
The next edition will expand to Haute Maroquinerie.