Horizontal analytics measure mention, position and sentiment. Luxury requires a different reading, one in which heritage, savoir-faire, exclusivity and narrative authority carry as much weight as visibility.
Six dimensions distinguish the reading of luxury from the generic reading. Together they form the proprietary framework that structures our advisory and that AUGMA measures, Maison by Maison.
The three-stage framework defines the business journey: being found, being chosen, being ready when AI acts.
The six dimensions define how Luxury is read and measured within each stage.
| Strategic stage | Primary dimensions and signals |
|---|---|
| AI Visibility | Presence, source authority, factual accuracy, consistency |
| AI Desirability | Heritage, desirability, savoir-faire, exclusivity, narrative authority |
| Agentic Commerce | Consistency, authority, readiness, governance and unified-commerce foundations |
Several dimensions span more than one stage.
Heritage is the invisible foundation of a Maison: the founding gesture, the lineage, the historical references on which its contemporary legitimacy rests. When an AI answers a client, it can preserve this memory, amplify it, distort it, or invent it.
Desirability is the emotional charge, made of aspiration, mystery and pull, that the AI conveys when describing the Maison to a future client. Beyond positive sentiment, the intensity of the rendering defines desirability.
Savoir-faire is the visibility of craft: the materials, the workshops, the gestures, the slow time of making. An AI that speaks of luxury without speaking of savoir-faire renders only a product.
Exclusivity is the degree to which the AI preserves the codes of rarity, restraint, and access that define the category. A Maison whose AI banalizes its rarest pieces loses its border of desire.
Narrative authority designates which voice the machine cites: the Maison's own, the press, the resale market, third parties. A Maison no longer cited by its own voice loses sovereignty over its story.
Consistency is the unity of the Maison across ChatGPT, Claude, Gemini, Perplexity and Google AI Overviews. A Maison fractured from one model to the next ceases to exist as a Maison and is reduced to fragments.
The method was shaped by Sébastien Pagès's experience leading digital transformation inside Dior Couture, Christie's, Vilebrequin and Diptyque Paris. Each dimension corresponds to a practical tension observed inside the Maison: between visibility and rarity, scale and savoir-faire, external discovery and narrative sovereignty. AUGMA operationalises that reading across AI systems.