As AI catches on across luxury, brands play up their emotional value

This story was first published by Digiday sibling Glossy.

As artificial intelligence becomes embedded within luxury operations, from marketing and personalization to inventory and clienteling, brands are increasingly doubling down on what technology cannot replicate: emotional connection.

Over the past decade, luxury has relentlessly optimized for ROI, investing heavily in data, CRM systems and performance marketing. And at Shoptalk Luxe, vendors and brands alike described deeper AI integration than ever before, with automation now underpinning everything from media buying to e-commerce search. But as growth slows and consumers become more selective, executives are questioning whether efficiency and scale alone can sustain long-term value.

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