Founder
Sébastien Pagès
Luxury Digital & AI Executive. Founder of The Augmented Maison and AUGMA.
Sébastien Pagès works at the intersection of Luxury, digital transformation and artificial intelligence. He founded The Augmented Maison to help leadership teams shape the new AI layer between Maisons and their clients, and AUGMA to measure how that layer represents and recommends brands.
Point of view
AI extends the unified client experience.
His perspective is grounded in more than twenty years in digital and sixteen years inside Luxury Maisons. That operating experience informs one reading: AI Visibility, AI Desirability and Agentic Commerce extend the unified client experience.
Track record
Four Maisons, one thread.
Diptyque Paris
Executive Director Digital & E-Commerce, Executive Committee member.
- Challenge
- Build a digital flagship as an extension of the boutique rather than a separate channel, and reorganise the operating model behind it.
- Outcome
- E-commerce revenue multiplied by 8: teams reorganised, platforms rebuilt, data instrumented, boutiques and digital aligned, international rollout.
- Today
- The unified commerce foundations that Agentic Commerce now requires.
Christie's
International digital leadership.
- Challenge
- Digitise auction commerce without losing the gravity of the bidding moment or the slowness of authentication.
- Outcome
- Online sales doubled, to $75M.
- Today
- AI recommendation now raises the same question: how an exclusive object keeps its weight when a platform mediates it.
Vilebrequin
Digital leadership.
- Challenge
- Translate a Mediterranean identity for the US and Asian markets while the product changes every season.
- Outcome
- Digital and e-commerce strategy rebuilt; deployment across the US and Asia.
- Today
- Narrative consistency across markets and languages, one of the six dimensions.
Christian Dior Couture
Digital transformation.
- Challenge
- Technical architecture, client journeys and the instrumentation of VIC client data for the most emblematic couture Maison on Place Vendôme.
- Outcome
- Client data and journeys instrumented at the level a Maison of this rank requires.
- Today
- The data and permissions foundations an AI agent will need to act for a client.
Current work
What he works on today.
- The Augmented MaisonStrategic advisory for leadership teams: executive diagnostics, roadmaps, governance and operating models, ongoing senior support.
- AUGMAThe intelligence layer that measures and monitors how generative AI represents, compares and recommends Luxury brands.
- AI Desirability IndexRecurring research on how five AI models perceive, surface and narrate the great Maisons, category by category.
- Executive and editorial workEssays, field notes and speaking on AI Visibility, AI Desirability and Agentic Commerce.
Editorial signature
Four territories of writing.
- The Grammar of LuxuryA foundational series on the codes of Luxury inside algorithmic ecosystems.
- The Sovereign ClientA series on the new client relationship in the age of AI.
- AI Visibility and AI Desirability researchThe Index editions and the research behind them.
- Agentic Commerce and operating modelsWhat a Maison must put in place before AI acts for its clients.
47 rue Vivienne, 75002 Paris · sebastien@theaugmentedmaison.com