Google Cloud bags luxury brands as LVMH signs up

LVMH, the luxury brand that the likes of Kim Kardashian, Sarah Jessica Parker, Rihanna, and the Beckhams would never leave home without, is turning to artificial intelligence on Google Cloud to ensure lesser mortals are not left behind in its quest for global domination.

The new partnership is designed to empower LVMH’s Maisons, the company’s individual luxury brands, to create “new, personalised customer experiences that foster long-term growth”.

LVMH will also use Google Cloud’s cloud technology and AI tools to enable the development of new business use cases at scale, from product development and the supply chain to employees, partners, and customers.

The French multinational, which has a valuation of $329bn, controls around 60 subsidiaries that each manage a small number of prestigious brands, including Christian Dior, Givenchy, Marc Jacobs, Stella McCartney, Loro Piana, Kenzo, Celine, Fenty, and Bulgari, while its drinks portfolio includes Moët & Chandon, Dom Pérignon, Veuve Clicquot Ponsardin, Krug, Hennessy, Glenmorangie and Ardbeg.

The partnership will also see the creation of dedicated, inclusive upskilling and certification programmes for Maisons’ teams and both companies will launch a Data and AI Academy in Paris.

LVMH group managing director Toni Belloni said: “This new, unprecedented and significant partnership is the reflection of our high ambitions in this area.

“By combining our best-in-class approaches in our respective industries, it will take us a step forward in the use of data and AI. For us, privacy, personalisation, and luxury are synonymous, and that will always remain true.

“The new opportunities offered to our customers are exactly what our talented teams are working for at LVMH: a unique and unforgettable experience.”