Quand l’IA réenchante la dynamique d’artification des maisons et des marques de luxe : le cas de LANCEL (notice n° 1739120)
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| fixed length control field | 02994cam a2200265 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20260322004308.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Coulibaly, Daouda |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Quand l’IA réenchante la dynamique d’artification des maisons et des marques de luxe : le cas de LANCEL |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2025.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 62 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | The evolution of the technological ecosystem has brought about profound changes in the various sectors. Artificial intelligence (AI), for example, is redrawing the contours of the luxury goods industry by reinventing strategies. Leading brands such as Louis Vuitton, Dior, Guerlain and Lancel are exploiting AI to enhance their identity, inspire their targets and revitalise their DNA. As a result, innovation around AI has metamorphosed and even revolutionised the realities around luxury corporate communications. The Lancel case was used to illustrate this point. The brand recently launched a purely AI and digital campaign. By decoding this case study, coupled with a number of qualitative interviews, we can see that AI has re-enchanted Lancel’s digital logic, opening up a new chapter in which luxury, technological innovation and art (digital artification) intertwine to reinforce the brand’s aura, legitimacy and exclusivity. It’s a revolution that Lancel has never before embraced, and one that is profoundly transformative. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | L’évolution de l’écosystème technologique a occasionné de profondes mutations dans les différents secteurs. L’intelligence artificielle (IA), par exemple, redessine les contours de l’industrie du luxe en réinventant les stratégies. Les grandes maisons comme les marques emblématiques telles que Louis Vuitton, Dior, Guerlain ou encore Lancel, exploitent factuellement l’IA pour sublimer leur identité, faire rêver leurs cibles et redynamiser leur ADN. Conséquemment, l’innovation autour de l’IA a métamorphosé voire révolutionner les réalités autour de la communication corporate du luxe.Pour ce faire, le cas Lancel a été mobilisé. Ainsi, la marque a récemment lancé une campagne purement IA et digitalisée. Ainsi, en décodant ce cas pratique doublé de quelques entretiens qualitatifs, on constate que l’IA a réenchanté la logique digitale chez Lancel et ouvre un nouveau chapitre où luxe, innovation technologique et art (Artification digitale) s’entrelacent pour renforcer l’aura, la légitimité et l’exclusivité. Une révolution désormais inédite, assumée et profondément transformative chez Lancel. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Artification |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Corporate et Lancel |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Innovation |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Luxe |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Artification |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Corporate and Lancel |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Innovation |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Luxury |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Innovations | hors-série | HS1 | 2025-10-10 | p. 107-107 | 1267-4982 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-innovations-2025-HS1-page-107?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-innovations-2025-HS1-page-107?lang=fr&redirect-ssocas=7080</a> |
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