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Impact of Artificial Intelligence on Luxury Consumer Behavior and Experience
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Author(s): Guruprasanna G. Hegde (Dayananda Sagar College of Engineering, Yellapur, India)and K.S. Ganesha (Dayananda Sagar College of Engineering, India)
Copyright: 2026
Pages: 30
Source title:
Harnessing AI for Point-of-Sale Optimization
Source Author(s)/Editor(s): Nozha Erragcha (University of Jendouba, Tunisia)and Maher Toukabri (Northern Border University, Saudi Arabia & University of Jendouba, Tunisia & Laboratory ARBRE, University of Tunis, Tunisia)
DOI: 10.4018/979-8-3373-4392-1.ch006
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Abstract
The luxury industry is undergoing a profound transformation driven by Artificial Intelligence (AI), which is redefining consumer expectations, brand interactions, and value creation. This chapter examines the impact of AI on luxury consumer behaviour and experience by integrating theoretical insights with illustrative case studies from global luxury brands. The study begins by introducing the growing role of AI in the luxury sector and outlining its significance for personalization, exclusivity, and consumer engagement. The conceptual background explores key frameworks that link AI-driven innovations such recommendation systems, chatbots, virtual try-ons, and predictive analytics with shifts in consumer attitudes, purchase intentions, and loyalty.Selected case studies highlight how leading luxury brands leverage AI to strengthen brand equity while navigating challenges of authenticity and data ethics. The analysis discusses the dual dimensions of AI adoption: the benefits of enhanced personalization, efficiency, and predictive value, as well as the challenges of over-automation.
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