A new report reveals that 82% of high-end luxury shoppers are leveraging AI tools to enhance their purchasing decisions, indicating a significant shift in consumer behavior.
Abu Dhabi, United Arab Emirates Jul 12, 2026 ALN: Dubai: The world’s biggest-spending luxury customers are already using artificial intelligence to decide what to buy, where to shop, and which brands to consider, according to a new report by Bain & Company and Comité Colbert.
The fifth annual Luxury and Technology report found that 82% of top-tier luxury customers used an AI tool during their most recent purchase, compared with 28% among the lowest-spending luxury customers. This finding points to a major change in how wealthy shoppers discover products, compare brands, and make decisions before they enter a boutique or complete a purchase online.
The report, titled Winning Over The Customer in the Age of AI, stated that luxury consumers are adopting AI faster than many luxury houses are deploying it at scale. Average use is particularly high in China at 64% and the US at 54%, while France recorded a more moderate adoption rate of 27%.
Luxury shoppers are using AI across channels, including before store visits. Nearly half of in-store shoppers, or 47%, used AI before visiting a boutique, showing that the technology is already influencing offline purchases. This trend indicates a significant shift in consumer behavior, where technology is no longer seen merely as a tool but rather as an integral part of the shopping experience. The influence of AI extends beyond mere product recommendations; it shapes the entire journey from initial discovery to final purchase.
Satisfaction levels are also high. According to the report, 97% of consumers who used AI in their luxury purchase journey said they intend to use it again for their next purchase. The high satisfaction rate suggests that AI tools are effectively meeting the needs of luxury consumers, providing them with a sense of empowerment in their shopping experiences.
The main benefits cited by shoppers were faster decision-making at 68%, greater confidence in quality and product details at 55%, and discovery of new brands or product options at 52%. These advantages illustrate how AI is not just a convenience but a transformative force that enhances the luxury shopping experience. As customers become more adept at leveraging AI, they expect brands to keep pace with their evolving preferences and demands.
This creates a new challenge for luxury brands, which have traditionally controlled discovery through stores, advertising, events, editorial visibility, and client relationships. AI search and recommendation tools are now becoming another route into the luxury purchase journey. The ability of AI to aggregate information and present it in an easily digestible format means that brands must rethink their marketing strategies and how they engage with consumers. The traditional pathways of brand discovery are being disrupted, and brands must adapt to remain relevant.
AI has moved higher on the boardroom agenda across the luxury industry, although large-scale impact remains limited. Bain and Comité Colbert noted that 22% of luxury houses and groups now rank AI among their top three corporate priorities for the next three years, compared with just 5% in 2024. Another 61% place AI among their top ten priorities, up from 50% in 2024. This increase in priority reflects a growing recognition of AI's potential to redefine the luxury market.
Multi-brand groups tend to have clearer AI roadmaps than independent houses, while large luxury houses with revenues above €5 billion are more likely to have defined strategies than smaller players. The disparity in AI adoption and implementation between large and small brands highlights the challenges faced by independent luxury houses, which may lack the resources and infrastructure to compete effectively in an increasingly AI-driven marketplace.
Deployment is also uneven. Large-scale use has grown fastest in support functions, rising from 6% in 2024 to 31% in 2026. Operational functions increased from 10% to 19% over the same period, while customer-facing functions moved more slowly, from 16% to 21%. This slow adoption in customer-facing roles suggests that while brands are beginning to recognize the importance of AI, they are still grappling with how to integrate it effectively into their customer interactions.
The report stated that fewer than 20% of luxury executives have seen significant impact from current AI deployments, suggesting that much of the industry is still moving from pilots to meaningful business use. This lag in effective deployment underscores the need for luxury brands to invest in the right technology and talent to harness AI's full potential.
The report also pointed to a fresh risk for luxury brands. Customers using AI tools often begin with broad questions, not brand names. A study conducted with meikai.ai found that around 70% of luxury-related prompts do not mention a specific brand, while 75% are focused on discovery or comparison. In that environment, the brands that show up in AI-generated answers may gain an advantage before the customer reaches a store, website, or sales adviser.
This shift in consumer behavior emphasizes the importance of digital visibility for luxury brands. The report found that 90% of URLs cited by large language models come from websites outside the brands themselves. This means luxury houses may not fully control how they are described, compared, or recommended inside AI tools. This lack of control can pose significant challenges for brands that rely on their carefully crafted identities and narratives to attract customers.
Large brands are not guaranteed an advantage. Among the 30 most visible luxury brands on large language models, 70% of luxury houses with revenues above €5 billion fail to capture visibility in line with their market share. Some houses with revenues below €1 billion perform above their economic weight, while multi-category luxury houses appear to face more pressure than specialized competitors. This suggests that market presence alone does not guarantee visibility in the AI landscape, and brands must actively engage with AI tools to enhance their discoverability.
Bain and Comité Colbert identified several areas where AI could reshape the luxury customer journey. These include conversational e-commerce, AI-powered personalization, AI copilots for in-store advisers, and next-generation CRM and clienteling. The potential for AI to enhance customer experience is vast, but realizing that potential requires thoughtful implementation and a deep understanding of consumer needs.
The most advanced customer-facing use case is AI support for client advisers, which keeps the human element of luxury while giving staff better product, customer, and service information. Even there, only 9% of luxury houses have deployed it at scale with measurable impact, while 22% are rolling it out and seeing early results. This highlights the need for luxury brands to invest in training and technology to ensure that their staff can leverage AI effectively to enhance customer interactions.
The report concluded that luxury groups will need clearer governance, investment in talent, stronger technology infrastructure, and better data-hosting capabilities if they want AI to become part of the customer experience rather than a limited internal tool. The integration of AI into the luxury shopping experience is not merely a trend; it represents a fundamental shift in how brands connect with consumers. As the luxury market continues to evolve, brands that embrace AI and adapt to the changing landscape will be better positioned to succeed in an increasingly competitive environment.
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