Redefining consumer experience through artificial intelligence in the luxury retail sector

Coral Cenizo

Journal of Retailing and Consumer Services, 2025, vol. 87, issue C

Abstract: Artificial intelligence has established itself as a central driver of business transformation, standing out for its capacity to automate processes, personalize services, and optimize strategic decision-making. In the luxury sector, its incorporation presents a particular complexity, as it requires a delicate balance between technological efficiency and the preservation of the symbolic, aesthetic, and emotional values that shape brand identity. This study aims to explore how professionals within the luxury sector perceive the integration of artificial intelligence and what conditions they consider necessary for the technology to be adopted without compromising exclusivity or the distinctive customer experience. The research followed a qualitative, exploratory methodology, based on semi-structured interviews with experts from various fields related to luxury management, technological innovation, and brand experience. Findings indicate that the acceptance of artificial intelligence in the luxury context depends on its ability to integrate invisibly, reinforce the narrative and emotional dimensions of the experience, and function as a relational infrastructure rather than an autonomous tool. Key strategies identified include its curatorial role in personalization processes and its cross-functional incorporation into collaborative organizational dynamics. From a practical standpoint, these results offer guidance for implementing advanced technologies in environments where cultural and symbolic sensitivity is essential to perceived value. The value of this study lies in proposing an alternative understanding of artificial intelligence as a symbolic mediator rather than a purely technical solution, thereby offering new insights for its application in identity-rich contexts.

Keywords: Artificial intelligence; Brand identity; Communication; Consumer experience; Luxury; Retail; Symbolic value (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:87:y:2025:i:c:s096969892500195x

DOI: 10.1016/j.jretconser.2025.104416

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