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.