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LVMH Turns to Google’s AI to Boost Business

LVMH is cracking down on counterfeits. Shutterstock.
LVMH is cracking down on counterfeits. Shutterstock.

The French luxury giant is partnering with Google Cloud to help brands like Louis Vuitton and Dior develop more personalised shopping experiences for their customers. The partnership will also focus on using artificial intelligence and machine learning technology to help power LVMH’s back-end operations, like inventory optimisation, the companies said in a press release. The financial terms of the partnership were not disclosed.

The partnership comes as the pandemic has accelerated a move online for the fashion industry, a particularly marked shift in the luxury market. Late last year, LVMH appointed its first chief omni-channel officer, a position filled by former Louis Vuitton vice president Michael David.

Disclosure: LVMH is part of a group of investors who, together, hold a minority interest in The Business of Fashion. All investors have signed shareholders’ documentation guaranteeing BoF’s complete editorial independence.

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