Artificial intelligence is reshaping the luxury sector, taking customer experiences to a whole new level. At Viva Tech in Paris, during the 2025 LVMH Innovation Award Ceremony, AI stood out as a key tool that enhances content creation and delivers hyper‑personalised service. LVMH’s commitment to nurturing forward‑thinking talent was clear as the ninth Innovation Award went to a project within its own ecosystem, one that promises a strong return on investment.
In the Best Business category, U.S. startup Kahoona teamed up with Dior to deliver a real‑time audience segmentation tool for online visitors, ensuring each customer feels uniquely understood. CEO Gal Rapoport explained that their AI-driven system deciphers customer intent and demographics using clear pattern recognition—a practical solution if you’ve ever struggled with customising your shopper’s journey.
French startup Genesis also caught the eye by winning the Best Impact Prize. Their collaboration with Moët Hennessy produced a data‑driven digital tool to measure and enhance soil health. This venture not only supports sustainability efforts but also opens up exciting opportunities within the LVMH group.
OMI’s win in the Most Promising category, developed in collaboration with Guerlain, highlights how 3D AI can streamline content creation. Offering an efficient and cost‑effective way to generate high‑quality visuals from 3D models, OMI’s work is a great example of practical innovation. The company also works with L’Oréal through the CREAITECH Generative AI platform, demonstrating AI’s growing influence in beauty and style.
L’Oréal’s cooperation with NVIDIA leveraging the NVIDIA AI Enterprise platform shows how established brands are embracing AI to boost 3D digital product rendering and personalise marketing efforts. Their approach stands out by combining rapid development with a clear focus on enhancing customer engagement.
The Dreamscape pavilion at Viva Tech further illustrated AI’s potential. Louis Vuitton showcased an AI‑powered content creation tool from Ok C’est Cool that replicates brand details such as specific textures, ensuring campaign consistency while maintaining data sovereignty. Meanwhile, collaborations continued as Louis Vuitton teamed up with Danish startup Rigsters for 3D scanning, and Rimowa worked with Solaya for both 2D and 3D content on its RE‑CRAFTED luggage line. Solaya’s tool—using AI alongside Gaussian Splatting—allows even simple smartphone scans to produce high‑quality assets, making innovative technology accessible across the company.
Bulgari added another dimension by utilising Maize’s AI technology to optimise written content and maintain a consistent brand voice. Back in the AI Startup Village, Power XYZ’s work in AI‑powered 3D asset management has attracted attention, notably through its partnership with luxury accessories brand Polène, with support from LVMH’s investment fund, L Catterton.
