In 2021, LVMH announced a partnership with Google to accelerate innovation and develop new artificial intelligence solutions, it is “generative” AI or “GenIA” which is essential.

Capable of formulating coherent and often accurate sentences, from simple questions or requests formulated by a user, the technology has seen a boost with the free access to ChatGPT from the American pioneer of AI, OpenAI, in which Microsoft invested 13 billion dollars.

At LVMH, some 4,000 to 5,000 people use “MaIA”, an internal AI based on ChatGPT, every day, for example to synthesize documents or translations. This is probably why the group’s lyrics are abstruse.

AI already makes it possible to target customers more effectively when a new collection arrives. GenIA will be able to “generate texts that are very appropriate, very personalized” that the seller can rework, according to Gonzague de Pirey, director of data at LVMH.

The group announced on Wednesday the expansion, for a period of five years, of its partnership with the Chinese tech juggernaut Alibaba to “increase its presence” in China, in particular with the use of AI.