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LVMH CEO Bernard Arnault Announces AI-Driven Transformation at VivaTech
Bernard Arnault, the 77‑year‑old chairman and chief executive of LVMH, revealed that the luxury conglomerate is actively integrating artificial intelligence into its design, manufacturing and retail operations. The announcement came during the group’s presentation at the VivaTech conference in Paris on June 17 2026, where Arnault said he personally experiments with AI‑assisted product design on a weekly basis.
At the conference, LVMH unveiled DreamGallery, an immersive experience that showcases how AI is being applied across its value chain. The exhibit includes 12 projects from 11 of the group’s iconic maisons and their technology partners, illustrating use cases from product creation to traceability and customer experience.
Louis Vuitton, one of LVMH’s flagship brands, is partnering with Italian leather‑processing specialist Comelz to develop a machine that creates a digital twin of leather hides. The system uses AI to identify hide characteristics and suggest optimal cutting patterns. Artisans can then validate or adjust the suggestions, retaining full control over the final decision, the company said.
Designers at Louis Vuitton also use AI tools to test colors, visualize materials and produce e‑commerce assets, according to Soumia Hadjali, a senior digital and client development executive at the brand. The company has drawn a clear boundary around the client relationship, keeping the technology out of direct interactions between client advisers and shoppers.
Céline has introduced Celia, a bespoke AI agent powered by LVMH’s internal platform MaIA. The tool supports retail operations and “helps sales teams, client services and head office teams with day‑to‑day needs, from product knowledge to performance analysis, after‑sales support and internal procedures,” the brand said.
Beyond individual maisons, LVMH is building a broader AI infrastructure. The group’s AI Factory is an in‑house library of modular algorithms that works alongside a partnership with Stanford’s Institute for Human‑Centered AI. According to Axel de Goursac, head of the AI Factory, the goal is “not to automate or replace humans, but to augment employees.”
The push for AI comes as LVMH’s growth slows. In its latest quarter, the group reported €19.1 billion ($22 billion) in revenue, with organic sales up 1 percent – a figure that would have been 2 percent if not for the conflict in the Middle East. Fashion and leather goods, the largest division that includes Louis Vuitton, Dior and Fendi, declined 2 percent. On an earnings call in April, CFO Cécile Cabanis said store traffic had fallen, but conversion was improving, adding that the group had been “working a lot, especially with AI” to drive those gains.
Arnault also highlighted LVMH’s startup pipeline. He said the group has discovered and worked with more than 200 startups through VivaTech since its inception. The conglomerate engages startups through several channels, including La Maison des Startups, an accelerator program at the Paris startup campus Station F, and the LVMH Innovation Award, launched in 2017 to recognize startups developing new technologies for the luxury sector.
The award provides a gateway into LVMH’s ecosystem. Finalists exhibit at the LVMH Lab during VivaTech and pitch to a jury of digital experts. Winners receive Tiffany & Co‑crafted trophies and support from LVMH’s investment specialists, and may join La Maison des Startups.
At this year’s VivaTech, LVMH named three Innovation Award winners. Paris‑based Fairly Made received the Best Impact Prize for its supply‑chain transparency and environmental‑impact platform. U.K.‑based Synthesia won the Best Business Award for its AI video tools, while New York‑based Bluefish AI took the Most Promising Award for a platform that tracks brand image and product positioning across AI engines. All three companies are already working with LVMH houses, according to Vogue Business.
The group’s emphasis on AI reflects a broader trend in the luxury sector, where firms are seeking to combine heritage craftsmanship with digital efficiency. By integrating AI into design, manufacturing, retail operations and supply‑chain management, LVMH aims to maintain its competitive edge while responding to softer demand and evolving consumer expectations.
As LVMH continues to deploy AI across its maisons and infrastructure, the company’s next steps will likely involve scaling successful pilots, deepening partnerships with technology providers, and monitoring the impact of AI on sales conversion and operational cost. The group’s ongoing engagement with startups and its investment in AI talent will also shape the future of luxury innovation.
At the conference, LVMH unveiled DreamGallery, an immersive experience that showcases how AI is being applied across its value chain. The exhibit includes 12 projects from 11 of the group’s iconic maisons and their technology partners, illustrating use cases from product creation to traceability and customer experience.
Louis Vuitton, one of LVMH’s flagship brands, is partnering with Italian leather‑processing specialist Comelz to develop a machine that creates a digital twin of leather hides. The system uses AI to identify hide characteristics and suggest optimal cutting patterns. Artisans can then validate or adjust the suggestions, retaining full control over the final decision, the company said.
Designers at Louis Vuitton also use AI tools to test colors, visualize materials and produce e‑commerce assets, according to Soumia Hadjali, a senior digital and client development executive at the brand. The company has drawn a clear boundary around the client relationship, keeping the technology out of direct interactions between client advisers and shoppers.
Céline has introduced Celia, a bespoke AI agent powered by LVMH’s internal platform MaIA. The tool supports retail operations and “helps sales teams, client services and head office teams with day‑to‑day needs, from product knowledge to performance analysis, after‑sales support and internal procedures,” the brand said.
Beyond individual maisons, LVMH is building a broader AI infrastructure. The group’s AI Factory is an in‑house library of modular algorithms that works alongside a partnership with Stanford’s Institute for Human‑Centered AI. According to Axel de Goursac, head of the AI Factory, the goal is “not to automate or replace humans, but to augment employees.”
The push for AI comes as LVMH’s growth slows. In its latest quarter, the group reported €19.1 billion ($22 billion) in revenue, with organic sales up 1 percent – a figure that would have been 2 percent if not for the conflict in the Middle East. Fashion and leather goods, the largest division that includes Louis Vuitton, Dior and Fendi, declined 2 percent. On an earnings call in April, CFO Cécile Cabanis said store traffic had fallen, but conversion was improving, adding that the group had been “working a lot, especially with AI” to drive those gains.
Arnault also highlighted LVMH’s startup pipeline. He said the group has discovered and worked with more than 200 startups through VivaTech since its inception. The conglomerate engages startups through several channels, including La Maison des Startups, an accelerator program at the Paris startup campus Station F, and the LVMH Innovation Award, launched in 2017 to recognize startups developing new technologies for the luxury sector.
The award provides a gateway into LVMH’s ecosystem. Finalists exhibit at the LVMH Lab during VivaTech and pitch to a jury of digital experts. Winners receive Tiffany & Co‑crafted trophies and support from LVMH’s investment specialists, and may join La Maison des Startups.
At this year’s VivaTech, LVMH named three Innovation Award winners. Paris‑based Fairly Made received the Best Impact Prize for its supply‑chain transparency and environmental‑impact platform. U.K.‑based Synthesia won the Best Business Award for its AI video tools, while New York‑based Bluefish AI took the Most Promising Award for a platform that tracks brand image and product positioning across AI engines. All three companies are already working with LVMH houses, according to Vogue Business.
The group’s emphasis on AI reflects a broader trend in the luxury sector, where firms are seeking to combine heritage craftsmanship with digital efficiency. By integrating AI into design, manufacturing, retail operations and supply‑chain management, LVMH aims to maintain its competitive edge while responding to softer demand and evolving consumer expectations.
As LVMH continues to deploy AI across its maisons and infrastructure, the company’s next steps will likely involve scaling successful pilots, deepening partnerships with technology providers, and monitoring the impact of AI on sales conversion and operational cost. The group’s ongoing engagement with startups and its investment in AI talent will also shape the future of luxury innovation.
