How will luxury use AI in 2025?

26 Jan 2025

In 2024, artificial intelligence (AI) dominated the cultural conversation — and luxury brands took note.

LVMH went all in on AI-powered tools, Grace Ling rode the burgeoning AI wearables train, and Brunello Cucinelli amped up its storytelling by launching a bespoke machine-learning service.

But how are the industry’s power players preparing to leverage the technology in 2025?

January has already given us a compelling indication: From Hugo Boss’ new AI-driven e-commerce ambitions to Burberry’s reimagined archives, brands are harnessing AI on their own terms to craft immersive worlds, provide tailored solutions, and strengthen their connections with consumers.

We dissect their strategies below:

Hugo Boss is stepping up its digital strategy by integrating AI-powered product content across its global e-commerce platforms. To mark the launch, the brand has released an AI-generated video showcasing a model dressed in Hugo Boss pieces, offering a glimpse into how the tech will transform product presentation and enhance storytelling.

The initiative is part of Hugo Boss’ broader push toward digitalization. The company aims to develop over 90% of its products digitally by 2025, a target it is steadily approaching with 65% already created through digital processes as of 2023.

Hugo Boss’ milestone investment in AI comes as brands increasingly turn to personalized and dynamic content to elevate the online retail experience. By leveraging cutting-edge technology, the label aims to create more engaging and tailored interactions for its digital-savvy consumer base.

Burberry reimagines archives using AI tech

As part of its turnaround strategy, Burberry is harnessing AI to breathe new life into its archives, marrying heritage with cutting-edge innovation to connect with a modern consumer base.

Last week, the label shared a 1980 archive image by Lord Lichfield, originally captured in Eastbourne, England, on Instagram, brought to life using AI-powered animation. Featuring a couple sporting a classic Burberry trench, the still image was transformed into a piece of moving art.

Luxury players are tapping into the growing trend of using AI to reimagine archival pieces for advertising. Last year, Lanvin updated a number of archival drawings to promote its Lanvin Sport line, giving once-obsolete creations fresh relevance. Will 2025 see more brands riding the wave?

Amorepacific debuts AI-powered makeup application
At Las Vegas’ Consumer Electronics Show (CES) earlier this month, Korean beauty label Amorepacific snagged the CES 2025 Innovation Award in the AI category for its new generative AI-powered makeup application, ‘Wanna-Beauty AI,’ marking the sixth consecutive year the beauty giant has been recognized at CES.

Developed in collaboration with the Korea Advanced Institute of Science & Technology (KAIST), ‘Wanna-Beauty AI’ is a voice-activated chatbot that analyzes user photos for skin tone, facial features, and proportions to offer hyper-personalized makeup recommendations and virtual try-ons, all powered by generative AI. The patented technology blends Amorepacific’s image diagnosis expertise with cutting-edge AI image generation, allowing users to virtually try on someone else’s makeup on their faces through a voice consultation interface.

As consumer demand for bespoke beauty services and smarter solutions grows, developments like Amorepacific’s are at the forefront of meeting these needs. McKinsey’s report, “How Beauty Players Can Scale Gen AI in 2025,” suggests that incorporating AI into strategic initiatives could increase conversion rates by up to 40%.