Luxury Management and Artificial Intelligence
This book provides a comprehensive examination of how luxury brands navigate artificial intelligence adoption in an industry historically resistant to technological innovation.
Drawing on original empirical research and secondary data analysis, the author explores why and how luxury brands are selectively integrating AI across their operations and investigates consumer perceptions of AI integration in luxury brand experiences. Examining the strategic rationale behind luxury brands’ AI investment, and investigating AI-powered storytelling and communication strategies, it goes on to explore how consumers perceive AI’s role in luxury product development design.
Offering valuable insights for researchers, students and practitioners, it offers practical implications and an understanding of which applications enhances, rather than compromise, luxury values.
Olga Nechaeva is an Assistant Professor of Marketing and Consumer Science at HEG Genève, part of HES-SO University of Applied Sciences and Arts Western Switzerland. Her research focuses on luxury consumer behavior, strategic branding, and AI-mediated communication. She earned her Ph.D. in Business Administration and Management with honors from the joint doctoral program of the Universities of Pisa, Florence, and Siena in 2024, with a dissertation examining brand engagement and consumer psychology. Dr. Nechaeva’s research on the digitalization of luxury brands has been published in leading academic journals, including International Marketing Review, Psychology & Marketing, and the Journal of Business Research. Her current academic and industry-oriented research explores AI-designed luxury products, AI-driven storytelling in luxury brand experiences, and the intersection of brand heritage and technological innovation. She has presented her work at major international academic conferences. Dr. Nechaeva has taught Digital Marketing and Marketing Automation in the MSc in Artificial Intelligence program at the University of Florence and Social Media Strategy at NYU Florence. She currently teaches market research courses at HEG Genève.