Ahead of World Luxury Day: How AI is making luxury more human

Artificial intelligence is changing how luxury brands understand their clients, personalise experiences and build relationships. But as technology becomes increasingly sophisticated, the value of genuine human attention may only grow. Ahead of World Luxury Day, celebrated globally on 8 October and established by the World Luxury Chamber of Commerce, Alexander Chetchikov, president of the chamber, discusses how AI is transforming luxury, from personalisation and privacy to brand discovery, and why the human element should remain at its heart.

Luxury brands have always tried to know their clients exceptionally well. Now they have access to far more data than ever before. What can brands actually do with that data to create a better luxury experience?

By collecting and analysing data about a client, their preferences, expectations, habits and behavioural patterns, luxury brands can personalise virtually every element of their offering: the product itself, the service, the packaging, the communication and even the price of a particular configuration.

As a result, the client receives not simply an item from a standard collection, but a unique product created around their individual taste and lifestyle. When it comes to services, such as travel, hospitality, private banking or concierge services, the level of personalisation can be taken even further, to the point of absolute exclusivity.Great luxury service often comes down to knowing what a client wants before they have to ask. Can AI help brands do this better, or are there things that still depend entirely on human intuition and experience?
Absolutely. In my view, one of the primary roles of artificial intelligence is to help brands understand their clients’ desires on a much deeper level. AI can analyse not only direct requests, but also purchasing history, lifestyle, context and changes in behaviour. This allows it to identify underlying preferences and, in some cases, suggest something the client may not yet have considered themselves.

Of course, the more a brand knows about its clients, the more questions there are about privacy. Where are the boundaries? How can luxury brands use data intelligently without making clients feel that they know too much?
Privacy is increasingly being described as the new luxury, and I believe this is especially relevant in the age of artificial intelligence. In the future, digital platforms may know an extraordinary amount about us, perhaps even more than our friends and family. They will understand our habits, tastes, movements, purchases, health and plans. The central question, therefore, is not only what data a brand collects, but also how it uses and protects that information. The fundamental ethical rule should be very simple: client information must not be shared with third parties or used without the client’s knowledge and consent. Clients should retain control over their data and clearly understand what value they receive in exchange for sharing it.AI is also changing the way people discover brands. Increasingly, consumers can ask an AI assistant where to stay, what to buy, or which brands to consider. How important is it becoming for luxury brands to be visible and accurately represented in these AI-driven recommendations?
This is an extremely relevant question because we are moving from one form of consumer behaviour to an entirely different one. Previously, people searched for information on Google, watched videos, read articles and reviews, and then compared the available options themselves. Increasingly, this work is now being carried out by AI assistants and AI advisers. They can recommend where to stay, which car to choose, what is currently in style and which brand best suits an individual’s taste and preferences. This means that a new and influential intermediary is emerging between the brand and the consumer: artificial intelligence.

Luxury companies therefore need to take their AI visibility seriously by monitoring how their brands are represented across AI platforms and ensuring that the available information is complete, accurate and consistent with their positioning. If artificial intelligence cannot see a brand, misunderstands it or fails to include it in its recommendations, then that brand effectively does not exist for a significant part of its future audience. Companies across the world are beginning to recognise this, and in the coming years, AI visibility may become as important as search engine optimisation and social media have been in the past.

As AI becomes part of everything from customer service to personalisation, what should luxury brands never automate? Where does the human touch matter most?
Despite the remarkable capabilities of artificial intelligence, brands must preserve touchpoints where there is still a place for genuine human interaction. We must remember that we are social beings. We need communication, emotional connection, attention and the feeling that we are being heard. Personally, when I need important advice, a recommendation or help making a decision, I still prefer to deal with another person. AI can take responsibility for information gathering, data analysis, routine tasks and the preparation of recommendations. However, the final advice, the resolution of a complex situation, the expression of empathy and the building of trusted relationships should remain human responsibilities. This is particularly important in the luxury sector, where clients are purchasing more than a product or service. They are also purchasing care, reassurance, attention and a sense of personal significance. These elements cannot be fully automated.World Luxury Day asks the industry to reflect on what luxury means today. In a world where technology can do increasingly more for us, could genuine human attention, judgement and personal connection become a luxury in themselves?
Absolutely. We must not forget the purpose of technological progress. In my view, its primary role is to make people’s lives easier, free them from an endless sequence of routine tasks, and give them more time and freedom. Yet the human being must remain at the centre of every technology. I believe that, in the future, genuine human involvement will become one of the defining advantages of the luxury sector. The mass market will move increasingly towards full automation because it is faster, less expensive and more efficient. Luxury, however, will be able to preserve human attention, expert judgement, emotional connection and personal responsibility.

The more communication takes place between people and machines, the more valuable it will become to speak with a real person, someone who understands, empathises and takes responsibility for their recommendation. This is precisely why artificial intelligence may make luxury not less human, but more human. As part of World Luxury Day, we consistently emphasise this idea and remind the industry that technology should serve humanity, not replace it.

Discover World Luxury Day 2026 and join the global conversation at worldluxuryday.com.

Read more news with Tempus