Vol. 2 (2025)
Original Articles

Understanding the role of artificial intelligence in luxury brand management

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  • Valentina Chiaudano,
  • Hafsa Shakil
Valentina Chiaudano
Department of Management, University of Turin, Italy
Hafsa Shakil
Department of Management, University of Turin, Italy
DOI: https://doi.org/10.36253/jep-20880

Published 2026-07-18

Keywords

  • Artificial Intelligence,
  • AI,
  • luxury brand management,
  • literature review,
  • digital transformation

Copyright (c) 2026 Valentina Chiaudano, Hafsa Shakil

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

This study conducts a systematic literature review to examine how artificial intelligence (AI) is reshaping luxury brand management. It analyses 79 peer-reviewed articles identified through a structured search in Scopus, combining bibliometric techniques with qualitative content analysis. Findings show a rapid increase in publications after 2020, driven by luxury firms’ accelerated digital transformation and adoption of data-driven tools. Four main themes structure the current research: how AI shapes consumer behaviour and human–machine interaction; the role of intelligent systems in luxury retail and distribution; the use of sentiment analysis and automation in hospitality; and the impact of big data and generative AI on branding. Across these areas, AI emerges as a new source of value creation, influencing perceptions of authenticity, exclusivity, and emotional engagement. The review introduces a hybrid-intelligence perspective, highlighting how human and algorithmic capabilities jointly shape luxury experiences, and outlines key managerial implications and future research needs.

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