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LVMH Embraces Artificial Intelligence Across Luxury Brands, Showcasing Innovations at VivaTech
Bernard Arnault, the 77‑year‑old chairman and chief executive of LVMH, said during the Paris VivaTech conference that he personally runs weekly design sessions that use artificial intelligence (AI). He described the process as a collaboration between a young engineer who builds the program, himself, and the design team, with the goal of turning AI‑generated ideas into real products. The remarks illustrate how the group is integrating AI into its luxury operations as demand slows after the pandemic boom.
At VivaTech, LVMH unveiled DreamGallery, an immersive exhibit that demonstrates how AI is applied across the company’s value chain—from product creation to traceability and customer experience. The showcase includes examples from several brands and highlights the group’s broader AI strategy.
One of the highlighted projects is a partnership between Louis Vuitton and Comelz, an Italian leather‑processing machinery specialist. The companies are developing a machine that creates a digital twin of leather hides and then uses AI to identify the hides’ characteristics and suggest optimal cutting patterns. According to the partnership announcement, artisans can review or adjust the AI’s suggestions and retain full control over the final decision.
Louis Vuitton also uses AI tools for colour testing, material visualisation and the production of e‑commerce assets. Senior digital and client development executive Soumia Hadjali said at an NRF event in January that the brand keeps the technology out of direct interactions between client advisers and shoppers, maintaining a clear boundary in the client relationship.
Celine has introduced Celia, a bespoke AI agent powered by MaIA, LVMH’s internal AI platform. The tool is intended for retail operations and supports sales teams, client services and head‑office staff with product knowledge, performance analysis, after‑sales support and internal procedures, according to a LVMH statement.
Beyond individual brands, LVMH is building a broader AI infrastructure. The group’s AI Factory is an in‑house library of algorithms that works alongside a partnership with Stanford’s Institute for Human‑Centred AI. The factory provides modular algorithms that brands can adapt for e‑commerce recommendations, forecasting and client‑adviser support. Axel de Goursac, who leads the AI Factory, told Vogue Business that the goal is “not automating or replacing humans, but augmenting employees.”
The push for AI comes at a time when growth is slowing. In its latest quarter, LVMH reported €19.1 billion (about $22 billion) in revenue, with organic sales up 1 percent—a figure that the company said would have been 2 percent if not for the conflict in the Middle East. Fashion and leather goods, the group’s largest division, declined 2 percent. On an earnings call in April, chief financial officer Cécile Cabanis said store traffic had fallen but conversion was improving, adding that the group had been “working a lot, especially with AI” to drive those gains.
Arnault also highlighted LVMH’s startup pipeline. He described the group as a conglomerate of startups and said that since VivaTech’s inception the company has discovered and worked with more than 200 startups. LVMH engages startups through several channels, including La Maison des Startups, an accelerator program at Station F, and the LVMH Innovation Award, which recognises startups developing new technologies for the luxury sector.
The award winners announced at VivaTech include Paris‑based Fairly Made, which received the Best Impact Prize for its supply‑chain transparency and environmental‑impact platform; U.K.‑based Synthesia, which won the Best Business Award for its AI‑video tools; and New York‑based Bluefish AI, which took the Most Promising Award for a platform that tracks brand image and product positioning across AI engines. All three companies are already working with LVMH houses, according to Vogue Business.
In summary, LVMH is actively deploying AI across product design, manufacturing, retail operations and supply‑chain management. The group’s initiatives—from the DreamGallery showcase to the AI Factory and its startup collaborations—demonstrate a strategy that blends human craftsmanship with machine intelligence. While the company faces a slowdown in fashion and leather‑goods sales, it is using AI to improve conversion rates and operational efficiency. No new regulatory actions or court proceedings have been reported, and the group continues to develop AI‑driven solutions across its portfolio.
At VivaTech, LVMH unveiled DreamGallery, an immersive exhibit that demonstrates how AI is applied across the company’s value chain—from product creation to traceability and customer experience. The showcase includes examples from several brands and highlights the group’s broader AI strategy.
One of the highlighted projects is a partnership between Louis Vuitton and Comelz, an Italian leather‑processing machinery specialist. The companies are developing a machine that creates a digital twin of leather hides and then uses AI to identify the hides’ characteristics and suggest optimal cutting patterns. According to the partnership announcement, artisans can review or adjust the AI’s suggestions and retain full control over the final decision.
Louis Vuitton also uses AI tools for colour testing, material visualisation and the production of e‑commerce assets. Senior digital and client development executive Soumia Hadjali said at an NRF event in January that the brand keeps the technology out of direct interactions between client advisers and shoppers, maintaining a clear boundary in the client relationship.
Celine has introduced Celia, a bespoke AI agent powered by MaIA, LVMH’s internal AI platform. The tool is intended for retail operations and supports sales teams, client services and head‑office staff with product knowledge, performance analysis, after‑sales support and internal procedures, according to a LVMH statement.
Beyond individual brands, LVMH is building a broader AI infrastructure. The group’s AI Factory is an in‑house library of algorithms that works alongside a partnership with Stanford’s Institute for Human‑Centred AI. The factory provides modular algorithms that brands can adapt for e‑commerce recommendations, forecasting and client‑adviser support. Axel de Goursac, who leads the AI Factory, told Vogue Business that the goal is “not automating or replacing humans, but augmenting employees.”
The push for AI comes at a time when growth is slowing. In its latest quarter, LVMH reported €19.1 billion (about $22 billion) in revenue, with organic sales up 1 percent—a figure that the company said would have been 2 percent if not for the conflict in the Middle East. Fashion and leather goods, the group’s largest division, declined 2 percent. On an earnings call in April, chief financial officer Cécile Cabanis said store traffic had fallen but conversion was improving, adding that the group had been “working a lot, especially with AI” to drive those gains.
Arnault also highlighted LVMH’s startup pipeline. He described the group as a conglomerate of startups and said that since VivaTech’s inception the company has discovered and worked with more than 200 startups. LVMH engages startups through several channels, including La Maison des Startups, an accelerator program at Station F, and the LVMH Innovation Award, which recognises startups developing new technologies for the luxury sector.
The award winners announced at VivaTech include Paris‑based Fairly Made, which received the Best Impact Prize for its supply‑chain transparency and environmental‑impact platform; U.K.‑based Synthesia, which won the Best Business Award for its AI‑video tools; and New York‑based Bluefish AI, which took the Most Promising Award for a platform that tracks brand image and product positioning across AI engines. All three companies are already working with LVMH houses, according to Vogue Business.
In summary, LVMH is actively deploying AI across product design, manufacturing, retail operations and supply‑chain management. The group’s initiatives—from the DreamGallery showcase to the AI Factory and its startup collaborations—demonstrate a strategy that blends human craftsmanship with machine intelligence. While the company faces a slowdown in fashion and leather‑goods sales, it is using AI to improve conversion rates and operational efficiency. No new regulatory actions or court proceedings have been reported, and the group continues to develop AI‑driven solutions across its portfolio.
