Artificial intelligence allows intimacy at scale. Instant analysis of exorbitant amounts of data helps it identify patterns unrecognisable to the human eye and make much more personalised recommendations. This, in turn, allows businesses to shift engagement focus from brand (its image, and products) to consumer, and how to leverage insights identified, to surprise and delight them.
AI can help purveyors of luxury understand high-net-worth clients as individuals beyond purchase history and accidental anecdotes, and develop individual strategies, pivoting from universal, brand-focused, experiences (mass communications, grand dinners at a Tuscan villa) to personalised interpretations, executed in ways that target specific personalities.
Area 2: Discovery & culture
Goal
Customer loyalty through individualised relationships with the brand,
Example
A brand could demonstrate deep understanding and appreciation of the customer’s individuality by curating personalised cross-category lifestyle menus of products, services and events. This may include digital assets – (e.g. links to books, music etc.), as well as physical experiences – performances, exhibitions, restaurant openings, science lectures et cetera.
The events may not always be exclusive to brand clients, but would have an exclusive component, make brand clients identifiable and bring them together in close proximity. Since the invitees would know that the basis for the invitation is a substantial number of shared interests – physical proximity with identifiable like-minded individuals would set the stage for positive social interactions.
For travelling HNWIs, AI could put together music and podcast playlists pertinent to their destinations and, upon arrival, have a highly curated welcome package of local delights across relevant categories – fashion, culture, reservations for IRL experiences – delivered to the customer’s hotel room.
