Storyline
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 and video were provided by The Associated Press.
Script
[Louis Vuitton stand at Vivatech where it is demonstrating a large 3d scanner]
Franck Le Moal (interview): “So the perspective is really to create and to generate a fantastic 3D asset starting from the real product and after that based on these 3D assets you will be able to connect it to generative AI to generate multiple image, multiple content to be reused for clientele, for social networks, for communication purpose.”
[Bulgari stand with its Serpenti Baroque necklace on display behind a glass screen – the necklace is made with platinum and consists of 8 baroque emeralds]
[Serpenti Baroque necklace]
[Bulgari worker using Bulgari phone app to scan necklace; worker is unable to scan successfully]
[Myriam Benothman, Global CRM & Digital Senior Manager at Bulgari demonstrating on a tablet screen Bulgari’s internal AI agent which helps workers strategize and develop products and services while keeping in line with the brand’s history and ethos]
Myriam Benothman (interview): “The objective is to help everyone in the company to convey the values, the core elements of the brand in the right way in order to engage clients in a more personalised and meaningful manner.”
[Tablet screen with Bulgari’s AI chat agent on show]
Myriam Benothman (interview): “So the point is, through AI, being able to educate them and granting them the possibility to craft text. At the moment, it’s a text-based solution. We will move to vocal at a later stage. So that everyone in the company can have really easy access to all of the knowledge base of the brand. The history, the values, the craftsmanship, everything related to the brand from sustainability to all the detail related to our history and communicate them in an easy, personalised, channel customised way to the public.”
[LVMH stand at VivaTech]
Franck Le Moal (interview): “I think the luxury sector and the luxury industry is becoming much more challenging than before. So we have to face a serious competition, but we have also to face context with really different and probably tougher than before, so investing on data, investing on AI, investing on gen(erative) AI is really let’s say a key focus just to make sure that we will be able to keep our performance, increase our performance and in a way maintain the gap. Compared to our challengers, so it’s really a unique opportunity.”
[L’Oréal stand at VivaTech]
[A crowd of attendees trialling Spotscan plus – an AI-powered skin analysis tool, which promises to provide personalised skincare routines for blemish-prone skin]
[Guive Balooch, Managing Director of Augmented Beauty and Innovation at L’Oreal Groupe]
Guive Balooch (interview): “Today, when you’re doing diagnostics at the point of sale for beauty, it’s really on the surface of the skin. But what tells you about your future? What tells you your biological age and your longevity, is based on beneath the skin? So this device is a brand new diagnostic, one of a kind, and essentially how it works is within five minutes, using microfluidic technology, it can measure and unlock your protein biomarkers. And those biomarkers are related to not what you will have today. But what you can have tomorrow when it comes to your skin health.”
[L’Oreal demonstrators using skin assessment tool at L’Oreal booth]
This script was provided by The Associated Press.