LVMH is putting AI behind the people who serve its customers. The interesting part is how closely that choice fits the brand.
In a Google Cloud interview, LVMH technology leader Franck Le Moal described AI helping client advisors find relevant information and make connections between products and customer interests.
The opportunity is familiar to anyone who has worked in a store: less time looking for an answer, more attention available for the person in front of you. That is the experience I want technology to improve.
Le Moal reported more than 40,000 monthly users and over 1.5 million monthly queries on LVMH’s generative AI platform, including document review and translation. Those are usage figures; they do not establish a company-wide productivity gain.
The approach fits LVMH. Luxury depends on the human touch and the feeling of being quietly understood. My reading is that putting useful information behind the advisor can strengthen that experience, provided the information is accurate and the person remains responsible for how it is used.
By the numbers
Source: Google Cloud’s interview with LVMH, 2025. Company-reported usage, not independently measured customer or financial results.
On brand looks different for every company
What’s easy to miss is that invisible may be the right answer for a luxury advisor and the wrong one for another experience. The work for your business is figuring out where AI belongs in what customers come to you for. Sometimes the interface is part of the value. Sometimes the customer should simply notice better service.
That decision needs to be tested in use. Ask the people doing the work whether the tool helps them answer questions accurately, saves them steps, and gives them more attention for the customer. A tool that adds friction needs to change, however well its launch presentation fit the brand.
What to do this week.
This week, treat where AI shows up as a brand decision. At every point it meets a customer, ask whether it advances the experience you’ve spent years earning. Then check the answer with customers and the people serving them. When a deployment doesn’t deliver as intended, fix it or retire it.
From the portfolio
If you've been wrestling with how AI fits your brand, that's exactly the right question to be asking. Knowing it should fit is the easy part. Figuring out what that looks like for your business is where most teams get stuck.
Board of Innovation is the AI transformation studio that rewires how enterprises create value. It's who companies bring in to build the products and business models that AI now makes possible.
LVMH made the technology disappear because that's what its brand is built on. Yours might call for something you can see and hear. Finding the version that's true to your brand is the work.
Does the way you're using AI feel like your brand, or like everyone else's?
