AI is slowly integrating into our new habits, but if there is one sector for which the balance is fragile, it is that of luxury. As major brands are recognized for their exceptional know-how, whether in terms of products or marketing, it is essential to make AI a tool that does not compromise the integrity and ethics of these brands. During Advertising Week New York, Moët Hennessy explains in particular that it is cautious although generally optimistic.
From left to right: Tatyana Ilyin from Moët Hennessy, Andrew Klein from Publicis Media and Jay FreedmanCredit from Viant Technology. Photo credit: Linkedin / Viant Technology
Keeping people at the center
Tatyana Ilyindirector of digital at Moët Hennessy and responsible for brands such as Dom Pérignon, Veuve Cliquot or Krug, explains that 80% of the daily tasks of these teams could be reduced thanks to generative AI, since they are not directly linked to the development of the activity. Used intelligently, it would allow employees to concentrate their energy on what really matters: strategy and building the brand.
Moët Hennessy proposes to explore three areas via this technology, while remaining more than cautious about how it is used: content production, consumer experience and media planning.
“All brands need to understand and identify the best use cases for them, then deploy a ‘crawl, walk, run’ approach (…) we want to engage with AI thoughtfully”, specifies Tatyana Ilyin.
Event
Challenges and opportunities
The greatest challenge, also representing the greatest opportunity, is that of the interaction between a brand and its customers as well as its empowerment. If AI has a major role to play in this area, it is also essential to keep a fair and honest interaction at the heart of this communication, where emotion and humanity take precedence over technology, with customer experience being at the forefront. center of concerns of luxury brands.
If AI makes it possible to better target audiences and better understand customer expectations, it is nevertheless crucial for a group such as LVMH, leader in the luxury industry, to guarantee its consumers impeccable confidentiality and respect for their data as transparent as possible.
Photo credit: LVMH YouTube channel
Finally, with the alcohol industry facing specific consumption-related hurdles within digital marketing, AI is enabling companies like Moët Hennessy to navigate complex regulatory environments while continually improving their marketing strategies. .
A “Test and Learn” process that digital director Tatyana Ilyin keeps in mind, while being aware that AI can allow a brand like Moët Hennessy to elevate the notion of luxury even further.
To learn about the latest trends in the luxury sector, register for the next Speedrun Luxury on November 7. An event organized by I have a friend in communications!
I’m registering for the Speedrun luxury event!
