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.

MaIA was launched in early 2024 and is built using a combination of Google Gemini, Imagen, and OpenAI's GPT models. It operates across HR, finance, legal, and retail functions, enabling employees to perform enterprise search, document analysis, content translation, and mock-up generation. LVMH's Group IT and Technology Director Franck Le Moal confirmed the tool in a June 2025 interview with The Wall Street Journal, and LVMH's own tech site describes the tool's function across departments.