Interview of Edouard de Mézerac, Managing Partner at Artefact about AI acceleration in the Luxury sector, in video and podcast.
The Bridge Interview with Edouard de Mézerac, Managing Partner at Artefact, Global Lead of Industry Practices, on the state of luxury today.
Edouard de Mézerac has developed the Luxury & Beauty Practice at Artefact, which has become a strategic sector for AI acceleration.
Who is Edouard? He has spent much of his career in Asia, from Shanghai to Singapore, developing deep expertise in the region’s AI-driven luxury ecosystems. Significantly different from Western systems, China’s AI is defined by an abundance of data from its large population, and one-stop social media platforms like WeChat that differ from more decentralized Western models. Edouard and the Artefact teams have collaborated with many major luxury groups across China, the US, and Europe, giving a holistic view of the luxury industry.
What is the key topic of this video and podcast? In this interview by Caroline Goulard, journalist and CEO of two data companies, Dataveyes and Modality, Edouard de Mézerac discusses the rapidly evolving luxury industry and its relationship with data and AI today. He explores topics ranging from the data and AI maturity of organizations and industry-specific use cases to future challenges for the luxury sector and ways to solve them.
Today, luxury brands are also launching new generative AI solutions and the challenge remains in scaling these innovations while establishing robust data governance frameworks.
Here are the questions that Edouard answers in this one-hour insightful interview:
Key insights from Edouard's deep expertise of the luxury sector with numerous AI use cases.
This article explains very well how the luxury sector is at a turning point. Edouard stresses how the key to success is about aligning data initiatives with business priorities, investing in the right talent, and moving beyond short-term experiments to build impactful and scalable solutions.
“The brands that master this will be the ones that create deeper, more meaningful connections with their customers while optimizing operations for the future,” states Edouard.
The luxury market is navigating a period of profound change, marked by shifting consumer behaviors, technological innovation, and economic fluctuations. In 2024, the Chinese luxury market declined by 20%, inciting luxury buyers to purchase luxury goods abroad.
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1) Data maturity: A critical accelerator for luxury brands
Luxury brands have a significant advantage when it comes to data utilization. Unlike consumer packaged goods (CPG) companies that rely on intermediaries, luxury brands operate largely on a direct-to-consumer model. This gives them access to detailed customer insights, enabling them to refine their marketing, sales, and personalization strategies.
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2) How AI and data combine to improve customer engagement
Data and AI are powerful tools that can enhance the customer experience, drive conversions, and optimize operations. Some key use cases include:
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3) The role of AI in luxury retail and sales optimization
“Ensuring the right product is available in the right store, in the right quantity, at the right time, and predicting demand for specific products, colors and locations are critical to succeeding in the luxury business,” insists Edouard de Mézerac.
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4) Onsite search: a critical element in luxury e-commerce
One of the most overlooked yet crucial elements of the luxury digital experience is onsite search. A well-optimized search function ensures that customers can easily find relevant products, content, and recommendations, creating a seamless and intuitive shopping journey.
“Half of the customers who make in-store purchases research the product online before buying. Yet many luxury brands fail to leverage this insight, missing opportunities to guide potential customers from digital engagement to in-store conversion,” emphasizes Edouard de Mézerac.
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5) What’s next: Future innovations in AI and luxury retail
Looking ahead, AI will continue to revolutionize luxury marketing and operations. Emerging trends include: AI Agents, AI data governance, AI-driven creativity, and Industry consolidation.
“As AI and data-driven strategies continue to shape the future of luxury retail, brands that embrace innovation and digital transformation will gain a competitive edge, while those that hesitate risk falling behind in an increasingly dynamic market," says Edouard de Mézerac.
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Expérience Digitale | UX | Product Management | Retail
2 周Néo ANVROIN-DEBERTONNE
SVP Innovation & Customer Experience at Simon Property Group
2 周Stuart Ford Frankie Mossman sounds like a lot of opportunity for your solution in luxury