Many of you may be wondering what do tech and fashion, or the creative industries in general, really have in common? Countless times, I’ve been met with surprised looks when speaking about tech and AI innovations, especially coming from a background in luxury management. Shouldn’t we be playing with fabrics or buttons instead? Quite frankly, no. Like any other industry today, fashion and creativity are being reshaped by the same driving force: speed, intelligence, and adaptability.
On 8-9 July 2025, I had the incredible opportunity to attend the RAISE Summit, held at the Carrousel du Louvre, kindly invited by Vassili de Rosen, who also co-organised the event. Attracting over 5,000 global leaders, the summit has firmly positioned itself as the world’s leading AI gathering, with guest speakers including former Google CEO Eric Schmidt, Cerebras CEO Andrew Feldman, and Lovable co-founder Anton Osika, whose startup was recently crowned a unicorn. The takeaway was clear: innovation isn’t siloed anymore.
Although the focus of the talks were mostly on neural networks and other AI methods, the marketing sector did not shy away. Listening to the CMO of Google Cloud, Alison Wagonfeld or even the CSO of Cloudfare, Stephanie Cohen, I was pleased to hear about the future of content creation and the fair compensation in the age of AI. This made me brainstorm deeper into my field of luxury with focus on fashion and retail. Without a doubt the most repeated mantra at RAISE was that the most resilient players are those who understand how to integrate AI not for show, but for growth. And of course, the quicker the better. This said, the luxury field is tech-lagging.
Who is Winning the AI race in Luxury?
I suppose in luxury we are all looking up to the usual giants such as LVMH, Hermès, Richemont, Ferrari, Kering,… No need to shrug your shoulders, I do too. We do not have much choice. That said, after speaking with LVMH’s AI representatives in the networking area of the RAISE Summit and diving deeper into their tech strategy, the results felt inspiring, but by far not groundbreaking. Identical to wearing florals for spring. Predictable, polished, but not exactly pushing the boundaries.
As Fabricio Bloisi, CEO of Prosus, has implied, “EU think big”. And he is right, we are only at the tip of an iceberg.
The AI Boom in Fashion
The general projected growth of the AI in fashion market is estimated to increase from $3.14 billion in 2025 to over $60.57 billion by 2034 at a CAGR of 39.12%. This dramatic shift, set to unfold in under a decade, is steering the industry toward predictive analytics in buying, automated product tagging, hyper-personalized experiences at scale, and much more. AI is simply becoming the engine behind smarter inventory decisions, faster go-to-market strategies, and more sustainable production cycles.
Why can this shift be such a shock? All of Gen Alpha and most of Gen Z understand and expect it but older generations have historically been more dependent on instinct and cycles. Now it is turning into a data-driven, real-time system. As younger generations demand speed, transparency, and personalization, brands that fail to integrate AI holistically risk falling behind.
What LVMH is Doing Right and Where It Falls Short
What LVMH’s AI foundation is built on is a centralised data platform developed with Google Cloud. It connects all of their brands, helping them understand customers, forecast demand, and streamline operations. Internally, over 40,000 employees also use MaIA, an AI assistant, to handle daily tasks like translations, report summaries, and product queries. While this foundation gives LVMH a significant operational advantage, these tools don’t truly shape the customer experience. In conclusion, LVMH is ahead of many in luxury, but considering its €400B+ scale, it is far from pushing the boundaries of what AI can do.
What’s next?
AI will never truly replace creativity or heritage, but it will reshape how both are delivered. The challenge for luxury isn’t whether to adopt AI, but how to do it with integrity, speed, and vision. Those who succeed will define what modern luxury means in the next decade. I, for one, am curious to see which giant will lead that change or whether the next breakthrough will come from a fashion-tech unicorn we haven’t met yet.