Agentic AI is transforming luxury fashion brands
LVMH and other fashion brands are adopting agentic AI to enhance customer experiences, moving beyond conversational AI like ChatGPT.
Agentic AI has become the latest buzzword in the fashion industry, capturing the attention of executives at major events like Cannes Lions and Vivatech. At Vivatech, LVMH's chief information officer, Franck Le Moal, revealed the conglomerate's collaboration with Google to develop AI agents aimed at delivering a more luxurious customer experience. Similarly, Diane von Furstenberg CEO Graziano de Boni shared with Vogue Business that the brand is exploring the potential of AI agents.
What Sets Agentic AI Apart?
Unlike conversational AI tools such as ChatGPT, which respond to human prompts, agentic AI is built on top of large language models (LLMs) to perform tasks autonomously. These AI agents can:
- Set goals independently
- Make decisions without human intervention
- Handle complex, open-ended projects
This represents a significant leap from the reactive nature of current AI applications to a more proactive, goal-oriented approach.
Why Fashion Brands Are Betting on Agentic AI
Luxury brands like LVMH are investing in agentic AI to elevate customer experiences. By leveraging this technology, they aim to:
- Personalize interactions at scale
- Streamline operations behind the scenes
- Anticipate customer needs before they arise
As the fashion industry continues to embrace digital transformation, agentic AI could become a cornerstone of innovation, blending cutting-edge technology with the timeless appeal of luxury.
For more insights, check out Vogue Business.
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About the Author
Dr. Lisa Kim
AI Ethics Researcher
Leading expert in AI ethics and responsible AI development with 13 years of research experience. Former member of Microsoft AI Ethics Committee, now provides consulting for multiple international AI governance organizations. Regularly contributes AI ethics articles to top-tier journals like Nature and Science.