静悄悄的革命：人工智能如何正在变革奢侈品行业（英）-2024-47页

Luxury and Artificial Intelligence: The Quiet Revolution

Summary Since the introduction of analytical artificial intelligence (AI) in the luxury market more than five years ago, adoption has remained limited. On average, fewer than two out of twenty use cases examined in the study have been adopted by members of the Comité Colbert, a trade association for the French luxury industry. Large luxury houses have deployed three times as many use cases as smaller ones, but the gap is expected to narrow with the rollout of generative AI, which is more accessible and less costly.

Key Findings

1. Current Adoption and Future Projections

   • Currently, each luxury house is testing or planning more than five additional use cases.
   • Generative AI is expected to accelerate adoption, as it is more accessible and less expensive than analytical AI.
   • On average, large luxury houses are testing or planning 5.8 use cases, compared to 5.3 for small and medium-sized rivals.

2. Barriers to Adoption

   • Expertise and resource issues are cited by 55% of luxury houses.
   • Data management concerns are a barrier for about 30% of respondents.
   • Intellectual property risks, especially for generative AI, are a concern.

3. Strategic Objectives Served by AI

   • Operational Efficiency: 60% of luxury houses have adopted or are testing AI-based sales forecasting solutions.
   • Customer Relations: Personalized content generation tools and customer segmentation tools are effective.
   • Augmented Teams: Implementation remains limited at this early stage.
   • Creative Functions: Adoption is low, with only 5% of houses exploring AI in the creative process.

4. Value Creation Opportunities

   • To leverage AI's potential, luxury houses need to:
     • Integrate AI into executive committee priorities.
     • Modernize and harmonize tech and data foundations.
     • Strengthen capabilities for handling unstructured data.
     • Set up robust governance to ensure coordination between business and technology teams.
     • Navigate the prioritization and funding process.
     • Show clear support for human talent during role redefinition, training, and communication.

5. Future Outlook

   • The potential of AI for the luxury sector is enormous, and adoption levels are expected to double soon.
   • Each luxury house must define its own field of application, avoiding uses that diminish distinctiveness or harm the transmission of institutional know-how.
   • AI should be deployed when it enhances differentiation and offers real added value, augmenting rather than replacing human teams.

Conclusion While luxury and AI may initially appear contradictory, they can complement and enrich each other. By balancing the possibilities offered by AI with the need to preserve heritage, luxury houses can harness AI to enhance their operations and customer relationships without compromising their core values. The quiet revolution brought by AI in luxury is transforming the industry, paving the way for innovative and sustainable growth.

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Note: The summary focuses on the main points and key data from the report, omitting unnecessary details and maintaining clarity and readability.