Intelligence

How AI reads and recommends Luxury Maisons.

Research, essays and field notes on how AI discovers, interprets, recommends and increasingly acts on behalf of Luxury clients.

Latest

Peut-on changer ce que l’IA dit d’une Maison ?

Lorsqu’un client demande conseil à un assistant, certaines créations sont proposées, d’autres restent absentes. Une Maison peut-elle agir sur ces recommandations ? Et par où commencer ?

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L’IA connaît votre Maison. Mais recommande-t-elle vos produits ?

Les résultats de l’AI Desirability Index invitent à regarder les recommandations dans le détail : quels produits sont proposés, pour quels usages et avec quelles explications ? Pour les équipes d’une Maison, c’est là que commence le travail.

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The AXO, Six Months On

The title can be argued later. In the meantime, a client can walk into a boutique with an AI recommendation nobody at the Maison wrote, and nobody on the Comex is currently responsible for answering it.

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Google AI Overviews fonctionne désormais en France

Nous avons reposé les mêmes 240 questions, avec le même protocole, sans rien modifier à l'étude publiée. Voici ce que les 202 aperçus montrent.

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L'édition Maroquinerie de l'AI Desirability Index est en ligne.

Cinq modèles, dix Maisons de maroquinerie, 2 400 réponses. L'IA connaît toutes les Maisons mais n'en recommande spontanément que quelques-unes. Et la spécificité française des AI Overviews a désormais une date butoir.

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Le luxe se méfie de l’IA. Ses clients, non

Le luxe se méfie de l’IA. Ses clients non : 82% des "very heavy spenders" l’utilisent déjà. Ma lecture de la nouvelle étude Bain x Comité Colbert.

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1 % du trafic. Le meilleur taux de conversion

Le trafic venu de l'IA pèse à peine 1 % des visites. C'est justement ce qui le rend intéressant.

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AI Desirability Index for Fashion

Five AI models, ten luxury fashion Maisons, 2,400 responses. The strongest pattern is timing: in 82 mentions, the models name a creative director who has already left.

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The AI Desirability Index is out. Here’s what AI really thinks of your Maison

Five models, ten fragrance Maisons, 2,400 answers. What I learned about the gap between being seen by AI and being wanted by it.

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The Vocabulary Returned

What Google’s new AI optimization guide actually means for luxury Maisons Chapter II of The Grammar of Luxury

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The agent

The relaunch of theaugmentedmaison.com brings a conversational agent on the home page, drawing on everything I've written here.

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The Grammar of Luxury: The Borrowed Vocabulary

The tools most Maisons rely on to measure their reputation in the AI era were built for a different world. They speak a vocabulary calibrated for SaaS marketing, not for luxury. The first chapter of a new series on the language luxury must reclaim.

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The Sovereign Client: Part I — The New Scarcity is Truth

Verified truth becomes the rarest and most valuable resource.

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Introducing the first AI Visibility Index for luxury.

The first AI Visibility Index reveals that fragrance Maisons control just 34% of their AI narrative — and 44% of hallucinations target brand heritage.

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Céline Digital Diagnosis

When the most beautiful art direction in luxury e-commerce is no longer enough to prepare for the future.

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Beyond the CDO: The Rise of the AXO

How the Agentic Experience Officer Will Redefine Digital Leadership for the Maisons

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From Being Found to Being Chosen: Part II

How to protect our brand in the age of AI hallucination.

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From Being Found to Being Chosen: Part I

GEO and the Future of Luxury in the Zero-Click Era

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From Point of Sale to Point of Experience

How to arm our staff with data to turn them into Ambassadors of empathy.

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The Agentic Commerce Revolution

From Interface to Intelligence and Delegation. The consumer no longer navigates the web themselves. They delegate search, comparison, and purchase to a personal AI Agent.

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