Dior deployed an internal AI platform called Astra that aggregates and analyzes customer comments from multiple channels — including Google reviews, product pages, customer service interactions, satisfaction surveys, and live shopping sessions — to detect emerging trends and monitor consumer sentiment in real time.

Astra was showcased by LVMH at VivaTech 2024 on the official LVMH website. The platform consolidates feedback from a broad range of consumer touchpoints and uses AI to identify emerging issues and trends. This gives Dior teams a real-time view of the consumer pulse across markets. The system is described as operating internally to inform business decisions rather than being surfaced directly to consumers.