How Premium Brands are Leveraging AI to Transform Business in 2025
Following significant societal discussions and discourse around artificial intelligence (AI), premium businesses began exploring its potential in 2024. While designers such as Grace Ling experimented with AI-integrated wearables, companies like LVMH made strategic investments in AI-powered solutions. Brunello Cucinelli employed bespoke machine-learning services to enhance their brand storytelling. In 2025, leading companies are strategically embracing AI to deliver personalised solutions, enhance customer engagement, and craft immersive experiences.
Hugo Boss Introduces AI-Driven Product Content
As part of their ongoing digital strategy, Hugo Boss is integrating AI-generated product material across their international e-commerce platforms. The firm recently launched a project featuring an AI-generated film showcasing a model wearing Hugo Boss attire, demonstrating the revolutionary potential of AI in narrative and product presentation. Â
This initiative supports Hugo Boss’s ambition to have over 90% of their products digitally created by 2025, a goal underpinned by their achievement of 65% digital creation by 2023. By utilising AI to create personalised and engaging interactions, Hugo Boss aims to enhance the online shopping experience for their tech-savvy clientele. Â
Burberry Revitalises Archives with AI Technology
As part of their revitalisation efforts, Burberry is employing artificial intelligence (AI) to breathe new life into their archives, blending innovation with heritage to appeal to contemporary shoppers. The firm recently used AI to animate an old photograph of Lord Lichfield from 1980, originally taken in Eastbourne, England, and shared it on Instagram. Dynamic artwork was created from the image, depicting a couple wearing vintage Burberry trench coats. Â
This approach is part of a broader trend among premium businesses to utilise AI in reinterpreting historical content for modern advertising campaigns.
Amorepacific Unveils AI-Powered Makeup Application
The Korean cosmetics firm Amorepacific received the CES 2025 Innovation Award in the AI category at the Consumer Electronics Show (CES) earlier this month for their innovative “Wanna-Beauty AI” makeup product, powered by generative AI.
"Wanna-Beauty AI" is a voice-activated chatbot, developed in partnership with the Korea Advanced Institute of Science & Technology (KAIST), that analyses user images to determine skin tone, facial features, and proportions, subsequently offering virtual try-ons and tailored beauty recommendations. Through a voice consultation interface, users can virtually apply cosmetics thanks to this technology, which combines Amorepacific’s expertise in image analysis with cutting-edge AI image generation. Â
Innovations such as Amorepacific’s are at the forefront of addressing the increasing demand for intelligent solutions and personalised beauty services. According to analysis by McKinsey, the strategic application of AI can potentially increase conversion rates by as much as 40%.
In Conclusion:
Premium brands are increasingly leveraging AI to enhance their marketing efforts, customer interaction strategies, and product development processes. By employing AI to deliver more immersive and customised experiences, these businesses aim to remain at the cutting edge of innovation within the evolving luxury market. Â
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The Future of Travel: How Technology is Shaping This Fast-Paced World
The travel industry is undergoing a significant transformation, driven by rapid technological advancements that are reshaping how we plan, experience, and remember our journeys. From artificial intelligence to virtual reality, a wave of innovations is poised to revolutionise every aspect of travel.