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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.