“Quiet Luxury” has become a popular trend in fashion and culture. With timeless designs, expert crafts and subtle style, quiet luxury is intended to identify expertise and taste, whispering “If you know, you know.”
LVMH, the world’s leading luxurious conglomerate, serving 75 different Maisons, has taken a similar approach when it comes to data and AI. The company worked with Google Cloud to create a platform that could meet each Maison’s unique needs. They call their approach “quiet technology.”
“We wanted to maintain the one-on-one interaction that our customers expect from our Maisons,” says Franck Le Moal, Chief Information Officer at LVMH. “It’s all about weaving data and AI that connects the digital and store experiences, all while being seamless and invisible. We want our customers to get even more dedicated attention without being intrusive.”
Helps advisers to help clients
Some of the earliest and most promising work have been about elaborating on knowledge and capabilities of client advisers in stores such as Tiffany & Co, Louis Vuitton and Sephora.
At Tiffany, each advisor has a list of clients to talk to, and now they have an AI-driven chat interface that can help surface each client’s personal taste and guide advisers for appropriate items that clients may not even have known.
“This gives more time for the counselor to focus on the relationship with the consumer,” says Le Moal. It also helps to build deeper, lasting relationships with the brands and fill in the gaps when a client consultant moves on or is not available.
The client adviser platform also includes store procedures and guidelines as well as the latest product information, so advisers can quickly inquire about a new season’s styles or opening and closure procedures.
Increase productivity and cooperation
LVMH -Data platform builds additional opportunities to share technically best practices, especially around AI tools. Already across Maisons, the generative AI systems Le Moal’s team have built counting more than 40,000 users a month with more than 1.5 million monthly queries.
Financing, retail, digital, legal and HR departments roll all agents for information analysis and business search.
“Some of it sounds simple, but it’s really amazing things,” says Le Moal. “Where AI can elaborate on personalization’s expertise in our customer relationships further or the operational efficiency of our teams and partners, it is characteristic of LVMH teams. That’s what our technology is for.”
Read to hear more from Le Moal His complete interview On transformation with Google Cloud.