Insights

Insights.

Analyses, prises de position et notes de terrain sur le luxe, l'IA et le commerce agentique.

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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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