K7LA 2065 - AI empowered Marketing : Transforming Business Strategies and Customer Experiences
In the ever-evolving landscape of luxury, Artificial Intelligence (AI) is making waves,
transforming how we traditionally approached marketing. This course is your guide to
unraveling the core principles and far-reaching impacts of AI in the world of luxury.
During the period of the course, we will:
● Vulgarize the technical foundations of AI (including Generative AI) and explore how AI
ecosystems take shape worldwide.
● Navigate the ethical considerations tied to AI, striking a balance between innovation
and responsibility.
● Discover how AI is reshaping luxury marketing and business strategies, redefining
how we engage with customers and curate personalized experiences.
● Dive into case studies of luxury brands, analyzing the success and failure of AI
integrations and explore industry-relevant best practices.
● Use all the theoretical knowledge learnt so far, to put into a real world business case
for a luxury brand.
Mehuli MAZUMDAR,Pauline SCHWENCK
Séminaire
English
● Business Case: most of the preparation will be done in class but it will still require
additional work outside (up to ~3 hours per week over 6 weeks)
● Individual assignment: up to ~2 hours overall
An interest in AI.
Spring 2023-2024
● Business Case in group (50%)
● Individual Assignment (40%)
● Active participation (10%)
Sessions 1 to 5: Theoretical (technical foundations, geopolitics, ethics)
Sessions 6 to 11: Business Case with luxury professionals
Sessions 12: Opening on AI & Entrepreneurship
Kapferer, J. N., & Bastien, V. (2012). The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands. Kogan Page.
Ni Zeng, Liru Jiang, Gianpaolo Vignali, & Daniella Ryding (2023). Customer Interactive Experience in Luxury Retailing: The Application of AI-Enabled Chatbots in the Interactive Marketing. The Palgrave Handbook of Interactive Marketing (Chapter 23)