Luxury Customer Experience: Quiet Tech, the Rising Trend

Amid the electric buzz of VivaTech — Europe’s largest innovation gathering — LVMH, the French luxury giant and founding partner of the event, presented its latest innovations in its dedicated space, the “Dreamscape.” These innovations were developed by its brands in collaboration with 15 partner startups. Far from the often tech-centric rhetoric dominating the rest of the fair, the group is betting on discreet, almost invisible technology that serves emotion and humanity.

During the bustling first day of the fair, Gonzague de Pirey, the group’s Chief Omnichannel Officer, explained: “We don’t want the tech to be visible in the retail space. Our goal is to provide a smooth, emotional, and as human an experience as possible. At LVMH, all 90,000 of our salespeople are equipped with clienteling apps powered by generative AI — but everything is designed to remain in the background.”

This year, the group showcased its vision of augmented — but not distorted — luxury. What matters most, Gonzague de Pirey explained, is ultra-personalization of the customer experience. For example, LVMH highlighted a collaboration between Dior and the American startup Kahoona, which also won the 2025 LVMH Innovation Awards Business Prize. Aiming to reimagine the digital luxury experience, the startup developed a behavioral segmentation tool that customizes the online shopping experience in real time.