AI Usage at a Glance
Dec 5, 2024
ProductivityPractice documented: LVMH deployed MaIA, a company-wide AI assistant built on Google Gemini, Imagen, and OpenAI's GPT models, which handles over 2 million internal requests per month from approximately 40,000 employees across its 75 brands. The tool helps staff with tasks such as document translation, summarizing reports, drafting emails, and supporting e-commerce teams.
Practice DocumentedView practice →Jun 1, 2025
RecommendationPractice documented: LVMH offers AI tools to sales advisors at brands including Tiffany & Co., Louis Vuitton, and Sephora that surface each customer's interaction history, product preferences, and purchase behavior to help advisors craft personalized communications and product recommendations. The AI assists the advisor; it does not replace them.
Practice DocumentedView practice →Jun 1, 2025
Creative GenPractice documented: LVMH uses generative AI tools to help its design and marketing teams create mood boards for creative inspiration and generate copy for e-commerce product pages and marketing campaigns. Human designers and marketers remain in the creative lead, with AI providing initial ideas and drafts.
Practice DocumentedView practice →Jun 9, 2025
Creative GenNew evidence: LVMH Deploys AI Tools Across Operation, Seeking Efficiency and Customer Retention
Evidence AddedView practice →Jun 9, 2025
ProductivityNew evidence: LVMH Deploys AI Tools Across Operation, Seeking Efficiency and Customer Retention
Evidence AddedView practice →Jun 9, 2025
Data AnalysisPractice documented: LVMH uses predictive AI across its 75 brands to forecast demand, anticipate supply chain disruptions, and adjust product prices in real time based on currency fluctuations and market conditions. This system was built in partnership with Google Cloud over approximately four years and serves the entire group.
Practice DocumentedView practice →Jun 9, 2025
RecommendationNew evidence: LVMH and Google Executives Talk Agentic AI, Cybersecurity and Navigating Volatility
Evidence AddedView practice →Jun 10, 2025
ProductivityNew evidence: Inside LVMH's perfectly manicured data estate, where luxury AI agents are taking root
Evidence AddedView practice →Jun 10, 2025
Data AnalysisNew evidence: Inside LVMH's perfectly manicured data estate, where luxury AI agents are taking root
Evidence AddedView practice →Jun 10, 2025
RecommendationNew evidence: Inside LVMH's perfectly manicured data estate, where luxury AI agents are taking root
Evidence AddedView practice →Jun 14, 2025
Creative GenNew evidence: LVMH at the 9th edition of VivaTech
Evidence AddedView practice →Jan 12, 2026
Data AnalysisNew evidence: LVMH AI to Navigate Luxury Market Slowdown
Evidence AddedView practice →Jan 12, 2026
ProductivityNew evidence: LVMH AI to Navigate Luxury Market Slowdown
Evidence AddedView practice →LVMH offers AI tools to sales advisors at brands including Tiffany & Co., Louis Vuitton, and Sephora that surface each customer's interaction history, product preferences, and purchase behavior to help advisors craft personalized communications and product recommendations. The AI assists the advisor; it does not replace them.
Sales advisors receive AI-generated summaries of past client interactions, product affinities, and offer history, enabling more tailored outreach. At Tiffany & Co., a client outreach AI agent has been deployed to assist advisors. At Celine, a retail AI agent answers complex product queries from associates. LVMH's Group IT Director Franck Le Moal confirmed these uses in a June 2025 WWD interview, specifying that agents are currently used for internal purposes only. Dior also partners with startup Kahoona to deliver real-time predictive audience segmentation for anonymous visitors on Dior.com.
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LVMH uses generative AI tools to help its design and marketing teams create mood boards for creative inspiration and generate copy for e-commerce product pages and marketing campaigns. Human designers and marketers remain in the creative lead, with AI providing initial ideas and drafts.
Design teams across LVMH maisons use generative AI to create mood boards and iterate on product concepts. Marketing teams use the same tools to produce personalized e-commerce copy and campaign messaging across languages and markets. LVMH's Group IT Director confirmed these uses to The Wall Street Journal in June 2025. Separately, Louis Vuitton has partnered with Rigsters and OKCC to develop an in-house asset production model using product digitization and generative AI to transform physical products into a wide range of digital assets, as showcased at VivaTech 2025.
LVMH uses predictive AI across its 75 brands to forecast demand, anticipate supply chain disruptions, and adjust product prices in real time based on currency fluctuations and market conditions. This system was built in partnership with Google Cloud over approximately four years and serves the entire group.
The system uses predictive analytics models to perform sales forecasting, supply chain coordination, and logistical disruption anticipation. AI tools also adjust pricing dynamically based on currency fluctuations, tariff risks, and demand signals. LVMH's Group IT and Technology Director confirmed these uses in a Wall Street Journal report in June 2025. The platform is built on Google Cloud infrastructure including BigQuery and runs across all 75 maisons.
