Despite the current trend of every company investing in artificial intelligence, it is still surprising that luxury brand Chanel supports the machine learning library scikit-learn.
Scikit-learn is a Python-based machine learning library that serves as the foundation for numerous artificial intelligence and data science applications. It has wide-ranging applications in various fields, from medical imaging to product recommendations, and is used by over 500,000 people worldwide.
Chanel has enhanced the shopping experience for its customers by integrating AI-based virtual assistants and unique makeup try-on tools, helping them choose the most suitable lipstick color for their outfits.
Chanel's investment in artificial intelligence can be traced back to 2021 when it launched an innovative makeup try-on tool called "Lip Color Scanner," marking the brand's first attempt in this area. This internally developed application allows users to scan colors from various sources such as social media, magazines, and clothing. Chanel then matches the user with the closest lipstick shade from its extensive collection of 400 lipsticks.
The Lip Color Scanner uses AI to identify the texture of the product, whether it is matte or glossy, and if the color inspiration comes from another person's face, it also matches it with the closest Chanel product. Consumers can also use the "Match with Outfit" feature to coordinate the lipstick with their clothing and accessories.
By uploading photos within the app or selecting photos from the camera roll, the algorithm analyzes the color of the outfit and suggests two to three lipsticks that best complement it. Once the color is determined, users can virtually try on the product within the app, take photos, and share them on social media.
The Lip Color Scanner was developed in collaboration with the CX Lab and took several months to complete, launching at the perfect time for online shopping.
Similarly, in the same year, L'Oréal partnered with search engine giant Google to enhance its AI capabilities, allowing customers to instantly try out products online from any advertisement within its brand portfolio. This technology also applies to L'Oréal's Maybelline and Lancôme YouTube channels.
Why and How Do Luxury Brands Invest in Artificial Intelligence?
By 2024, it will be evident that many luxury brands are investing in artificial intelligence. One of the most significant reasons is to diversify their investment portfolios and plan for long-term "dazzling" investments. And what could be more dazzling than artificial intelligence?
The way these luxury brands invest in AI platforms is similar to how wearable device companies collaborate with generative AI companies. For example, Humane Ai Pin or Meta's Ray-Ban glasses can be considered as wearable devices and brands that utilize AI while also focusing on providing a luxury experience to customers.
For instance, Gucci is utilizing AI to analyze customer trends and identify product opportunities. Their AI-equipped mobile application provides salespeople with product specifications and customer purchase history data, optimizing the in-store customer experience. Additionally, AI assists in identifying new markets and optimizing product distribution, potentially significantly improving sales forecasts.
Louis Vuitton combines AI with customer service, offering AI-powered chatbots and the LV app to enhance the shopping experience. These innovations provide personalized product recommendations, answer questions, and facilitate appointment bookings.
Christian Dior uses AI to create virtual audiences for live fashion shows, enabling interaction between the audience and models, making the fashion experience more engaging and interactive. Prada uses AI to design eye-catching graphics for their new social media promotional campaigns, with a focus on best-selling perfumes, combining technology with fragrance promotion for maximum impact.
Versace utilizes AI and virtual reality technology to launch virtual fitting rooms, expanding their reach and providing a more personalized shopping experience. Armani uses AI for efficient inventory management and demand forecasting. Their Face Maestro service offers personalized virtual makeup try-on, creating a consultant-like experience and reducing waste.
Brands like Boucheron and Volund Jewelry use AI and 3D metal printing technology to design personalized jewelry, allowing them to create unique designs and prototypes.
In the future, these companies may plan to integrate AI features into their products, similar to Humane Ai Pin.
