Insights.
Essays, position pieces and field notes on luxury, AI and agentic commerce.
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.
Read article →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.
Read article →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.
Read article →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.
Read article →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.
Read article →The Vocabulary Returned
What Google’s new AI optimization guide actually means for luxury Maisons Chapter II of The Grammar of Luxury
Read article →The agent
The relaunch of theaugmentedmaison.com brings a conversational agent on the home page, drawing on everything I've written here.
Read article →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.
Read article →The Sovereign Client: Part I — The New Scarcity is Truth
Verified truth becomes the rarest and most valuable resource.
Read article →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.
Read article →Céline Digital Diagnosis
When the most beautiful art direction in luxury e-commerce is no longer enough to prepare for the future.
Read article →Beyond the CDO: The Rise of the AXO
How the Agentic Experience Officer Will Redefine Digital Leadership for the Maisons
Read article →From Being Found to Being Chosen: Part II
How to protect our brand in the age of AI hallucination.
Read article →From Being Found to Being Chosen: Part I
GEO and the Future of Luxury in the Zero-Click Era
Read article →From Point of Sale to Point of Experience
How to arm our staff with data to turn them into Ambassadors of empathy.
Read article →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.
Read article →Quiet Revolution.
Perspectives on AI, agentic commerce, and digital strategy for luxury.
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