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The new markers of luxury customer relations


Following a year 2022 marked by an ever more intense luxification and personalisation of experiences, in 2023 the luxury houses continue to pursue their challenges around several key axes. To sustainably engage their current audiences, reach new targets and, of course, continue to make people dream. All this in a constantly changing technological and cultural environment. Here is an overview of the key elements of the luxury customer experience.

"Luxification": the new watchword for customer experience

If the luxury sector could still be seen as a traditional sector, it has evolved over the last few years! Digital technology and the arrival on the market of new generations of consumers are changing the game. They are looking for top-of-the-range and differentiating products, of course, but also a quality of service and a "luxurious", unique and personalised experience, in keeping with the brand image of the great luxury houses. That the attention paid to each of them, to their journey, to their expectations, to their problems is ultra-careful, even sublime.

Multimodal AI: the promise of exclusive experiences

Multimodality allows artificial intelligence systems to process audio, visual and linguistic data, in combination and in relation to each other. Multimodal AI is expected to take off in new applications, enabling highly sophisticated and nuanced analysis of data and the environment. The transition to multimodal systems will also give AI even more creative power than it has today. "It's like Netflix creating a whole new movie based on your preferences, instead of just making recommendations," said Matt McIlwain of Madrona Venture Group in one of his LinkedIn posts.

ChatGPT, ever more subtle interactions

Still based on AI, chatGPT (Generative Pre-trained Transformer) is a conversational tool capable of generating written responses that mimic human handwriting and can be used to obtain information, produce content, write an article, etc. Constantly evolving through continuous learning, the chatGPT is revolutionary in its ability to analyse and tap into a myriad of data extracted from the Internet to produce relevant and sophisticated responses. For customer services, PTGchat could improve the customer experience by understanding the nuances of natural language to provide subtle responses unlike traditional chatbots. However, contextual awareness, the ability to extrapolate and to create surprise remain perfectible.

The metaverse, a confirmed ambition?

The metaverse will be the 3D version of the Internet experience, just as the World Wide Web is the 2D equivalent. It may take a few years for this ambition to be fully realised, but it is becoming clear. This new environment should become popular over time through a 'reverse consumerisation of computing' effect, i.e. individuals will use and become familiar with these new tools at work, and then adopt them for personal use. This universe is of great interest to some of the major luxury houses and seems to open up a whole new field of possibilities for reaching new audiences and perpetuating the dream!