AI analytics tools are horizontal. They measure visibility, sentiment, position. None of these signals reads luxury — where rarity outweighs volume, where silence outweighs mention, where the Maison's voice outweighs the market's.
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.
Heritage is the invisible foundation of a Maison — the founding gesture, the lineage, the historical references on which its contemporary legitimacy rests.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 — aspiration, mystery, pull — that the AI conveys when describing the Maison to a future client. Beyond positive sentiment, it is the poetic intensity of the rendering that 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 a product, not a Maison.
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 no longer exists as a Maison; it exists as fragments.
This method is not a theoretical grid. It was born from sixteen years inside the Maisons — Dior Couture, Christie's, Vilebrequin, Diptyque Paris — where I led digital and sat on the executive committee. Each dimension corresponds to a reality I have seen working, or unravelling, inside a boutique, a workshop, a team. This practice is what AUGMA operationalizes today, at AI scale.