Listening
Unlocking Word Meanings
Read the following words/expressions found in today’s article.
- tailored / ˈteɪ lərd / (adj.) – made to fit a person or match someone’s needs exactly
Example:The company offers tailored training programs to help each employee improve their skills.
- prestigious / prɛˈstɪdʒ əs / (adj.) – respected and admired because it is famous, important, or high quality
Example:The family stayed at a prestigious hotel where many famous people have stayed before.
- provenance / ˈprɒv ə ˌnɑns / (n.) – the history or origin of a product, showing where it came from and if it is real
Example:Museums often ask for the provenance of objects to make sure they were not stolen.
- counterfeiting / ˈkaʊn tər fɪ tɪŋ / (n.) – the act of making fake money, products, or documents to trick people
Example:The company uses special labels to stop counterfeiting of its luxury watches.
- diagnostics / ˌdaɪ əgˈnɒs tɪks / (n.) – tests or tools used to find a problem, usually in health or machines
Example:Modern diagnostics help doctors detect diseases early and treat them faster.
Article
Read the text below.
At VivaTech in Paris, artificial intelligence is taking center stage, reshaping how global brands in fashion and beauty create, sell, and connect.
An AI-powered scanner, developed in collaboration with Danish imaging specialists Rigsters and creative agency OKCC, captures detailed visuals that are transformed into highly realistic 3D models.
These models are then processed using generative AI, with the aim to automate the creation of digital assets, enabling luxury brands to generate tailored content for online retail, advertising and social media, while remaining true to their brand identity.
Louis Vuitton is part of the LVMH group, which stands for Moët Hennessy Louis Vuitton and is one of the world’s largest luxury goods groups. The French multinational owns more than 75 prestigious brands across fashion, jewelry, cosmetics, wines and spirits, including Dior, Bulgari, Fendi, Givenchy and Sephora.
At its Bulgari stand, innovation is showcased again, but this time, focused on security and provenance. Displayed behind glass is the Serpenti Baroque necklace: a platinum showpiece set with eight baroque emeralds. A Bulgari smartphone app attempts to scan the necklace, but the protective screen, Bulgari says, gets in the way.
Bulgari says the system strengthens the fight against counterfeiting and theft, which is a growing issue in the luxury market.
Artificial intelligence is also aiming to support Bulgari staff behind the scenes. The brand has developed an internal AI assistant that helps teams communicate in line with the company’s values and heritage. The AI chat tool provides instant access to Bulgari’s internal knowledge base—from sustainability commitments to design history.
For LVMH, artificial intelligence is a strategic investment aimed at protecting market share and driving performance in a rapidly evolving global luxury landscape.
Across the exhibition floor, L’Oréal is taking a different approach, using AI to look beneath the surface of the skin.
The company’s Spotscan Plus tool uses microfluidic technology and artificial intelligence to analyze protein biomarkers that offer insights into a person’s biological age and future skin health.
It’s a shift from traditional diagnostics, designed to offer consumers more personalized and scientifically grounded skincare routines without the need to see a specialist.
This article was provided by The Associated Press.
Viewpoint Discussion
Enjoy a discussion with your tutor.
Discussion A
- Bulgari is using AI to help fight against fake luxury products and theft. How big of a problem do you think fake products are in the market today, especially for expensive items? How do you think online shopping increases the risk of buying fake goods (ex. by using photos that are different from the actual item)? Discuss.
- Bulgari has an AI assistant that helps its staff communicate and access company knowledge quickly. Why is it important for the program to have knowledge of the company itself, not just a general tool like ChatGPT? How might this kind of AI assistant help with customer service or with solving problems at work? Discuss.
Discussion B
- Companies like L’Oréal are using AI to give people very personalized skincare advice based on their unique skin. Would you be interested in using an AI tool to get very specific product recommendations for your own needs? Why or why not? Do you think personalized products made with AI are better than general products that everyone uses? Why or why not? Discuss.
- What do you think are the advantages of businesses offering tailored services and recommendations? What do you think are the challenges of using human consultants for personalized services instead of AI tools (ex. none, too much work for the staff)? Discuss.
