THE EUROPEAN AI LANDSCAPE: BALANCING ETHICS AND INNOVATION WITH MICHELE CARUSO
𝗛𝗼𝘄 𝘀𝗵𝗼𝘂𝗹𝗱 𝗹𝘂𝘅𝘂𝗿𝘆 𝗯𝗿𝗮𝗻𝗱𝘀 𝘂𝘁𝗶𝗹𝗶𝘇𝗲 𝗔𝗜?
In our latest episode of Commerce Beyond Borders, we explored the question of AI transformation from the European perspective with professor of AI & data marketing, Michele Caruso.
Renee Hartmann and I explored a range of topics with Michele Caruso, including how luxury brands are using AI for personalization.
Building on our discussion ...I wanted to think through how luxury should approach AI implementation. While questions about Human vs. AI exist across all categories, luxury is a special category when it comes to legacy, continuity, and emotion.
𝗟𝘂𝘅𝘂𝗿𝘆 𝗮𝗻𝗱 𝗔𝗜: 𝗔 𝗙𝗶𝗻𝗲 𝗟𝗶𝗻𝗲 𝗕𝗲𝘁𝘄𝗲𝗲𝗻 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗮𝘁𝗶𝗼𝗻 𝗮𝗻𝗱 𝗖𝘂𝗿𝗮𝘁𝗶𝗼𝗻
AI-driven hyper-personalization is transforming the way brands engage with consumers. From tailored recommendations to bespoke experiences. But for luxury brands, there’s a trap: 𝙩𝙤𝙤 𝙢𝙪𝙘𝙝 𝙥𝙚𝙧𝙨𝙤𝙣𝙖𝙡𝙞𝙯𝙖𝙩𝙞𝙤𝙣 𝙘𝙖𝙣 𝙙𝙞𝙡𝙪𝙩𝙚 𝙩𝙝𝙚 𝙫𝙚𝙧𝙮 𝙚𝙨𝙨𝙚𝙣𝙘𝙚 𝙤𝙛 𝙡𝙪𝙭𝙪𝙧𝙮.
Luxury isn’t just about giving people what they want—it’s about showing them what they never knew they needed. The world’s most iconic luxury brands have always been tastemakers, not just order-takers. They lead trends, define aesthetics, and create cultural movements.
If luxury brands rely too much on AI to cater to individual preferences, they risk losing their aspirational edge. Instead of dictating the future, they may end up simply mirroring existing consumer tastes. 𝘼𝙣𝙙 𝙬𝙝𝙚𝙣 𝙡𝙪𝙭𝙪𝙧𝙮 𝙗𝙚𝙘𝙤𝙢𝙚𝙨 𝙥𝙧𝙚𝙙𝙞𝙘𝙩𝙖𝙗𝙡𝙚, 𝙞𝙩 𝙘𝙚𝙖𝙨𝙚𝙨 𝙩𝙤 𝙗𝙚 𝙡𝙪𝙭𝙪𝙧𝙮.
𝗧𝗵𝗲 𝗿𝗲𝗮𝗹 𝗼𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝘆 𝗳𝗼𝗿 𝗔𝗜 𝗶𝗻 𝗹𝘂𝘅𝘂𝗿𝘆?
Enhancing the brand’s ability to curate rather than just customize. AI should help brands better understand macro-trends, craft unexpected experiences, and push creative boundaries—all while maintaining an air of exclusivity and desirability.
The best luxury experiences have never been about giving the customer exactly what they want. They’ve been about revealing something they never imagined.
🚀 Listen to the full episode on Commerce Beyond Borders. Available on Apple Podcasts & Spotify.
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Commerce Beyond Borders - Decoding the Future of Commerce & Retail
Hosted by marketing, retail and ecommerce vets, Renee Hartmann & Chris Baker, “Commerce Beyond Borders” offers global audiences a pithy glimpse into key strategies for success.
Each episode focuses on two key questions:
”What’s one thing in commerce and retail that most people are overlooking?”
“What’s something you know is happening right now that few others in the industry can see?”
…Maintaining a sharp focus on mission critical insights and actionable strategies for senior managers.
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Totem works with a range of brands globally on business intelligence solutions.
Our clients rang across industries; from retail/fashion to beauty, from travel to finance.
Business intelligence and data visualization projects for our clients address critical issues including:
Sales performance, marketing ROI, and social media optimization.