Insights

Insights.

Essays, position pieces and field notes on luxury, AI and agentic commerce.

New

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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