Yes, that’s true! Though every other company is busy making AI investments these days, what could be the reason behind a luxury brand like Chanel backing an ML library called scikit-learn?

Julien Chaumond, CTO at Hugging Face, shared a screenshot titled – French AI: gpu poor, but luxury rich 🤯(sic) – which shows that Chanel is the platinum sponsor for scikit-learn, while Hugging Face and NVIDIA are the silver sponsors for the project’s Inria Foundation. 

Chanel supports the scikit-learn community through subsidising core developer salaries and associated activities.

Scikit-learn, a Python-based machine-learning library, serves as the backbone for numerous AI and data science applications. Widely utilised across various fields, from medical imaging to product recommendation, it is employed regularly by over half-a-million individuals worldwide.

Now, Chanel enhances the customer shopping experience by integrating AI-based virtual assistants and a unique beauty try-on tool, helping customers select the ideal lipstick shade to complement their outfits.

However, for Chanel, the investment in AI goes back to 2021 when it introduced a groundbreaking beauty try-on tool called Lipscanner, a first for the brand. This in-house app enables users to scan colours from various sources such as social media, magazines, and clothing items. Chanel then matches the scanned colour with the closest shade from its extensive collection of 400 lipsticks.

Using AI, Lipscanner can identify the texture of the product, whether matte or glossy, if the colour inspiration comes from another person’s face, and match it with the closest product from Chanel. Consumers can also coordinate lipsticks with their outfits and accessories using the Colour Picking feature.

By uploading a photo within the app or selecting one from their camera roll, an algorithm can analyse the shade of an outfit and suggest two or three lipsticks that would complement it best. Once a colour is identified, users can virtually try on the product within the app, take pictures, and share them on social media.

This was developed in partnership with CX Lab, which took months to develop and was launched at an opportune time for online shopping.

Along similar lines, the same year, in collaboration with the search engine giant Google, L’Oréal too boosted its AI capabilities, allowing customers to instantly try on products online from any advertisement from its brand portfolio. This technology is also available on the YouTube channels of Maybelline and Lancôme, both owned by L’Oréal.

How and why are luxury brands investing in AI?

Cut to 2024, one can find plenty of luxury brands investing in AI. One of the most important reasons is to diversify their portfolio, and to plan for long-term “flashy” investments. And what could be flashier than AI right now?

These luxury brands are investing in AI platforms just like how wearable companies are partnering with generative AI companies. For example, Humane Ai Pin or Meta’s RayBan glasses can be counted as wearable and brands that are harnessing AI, while also focusing on providing luxury to customers. 

For example, Gucci is harnessing AI to analyse customer trends and identify product opportunities. Their AI-equipped mobile app provides sales assistants with data on product specifications and customer purchase history, refining the in-store customer experience. Additionally, AI assists in identifying new markets and optimising product distribution, potentially significantly improving sales forecasts.

Louis Vuitton integrates AI with customer service, offering AI-driven chatbots and the LV App to enhance shopping experiences. These innovations provide personalised product recommendations, answer queries, and facilitate appointment bookings.

Christian Dior employs AI to create virtual audiences for live-streamed fashion shows, enabling interaction between viewers and models, and making the fashion experience more engaging and interactive. Prada uses AI to design eye-catching graphics for its new social media promotions, focusing on top-selling scents, thereby merging technology with fragrance promotion for maximum impact.

Versace utilises AI and VR technology to introduce virtual fitting rooms, expanding their reach and offering a more personalised shopping experience. Armani leverages AI for efficient inventory management and demand forecasting. Their Face Maestro service offers personalised virtual makeup trials, creating a consultant-like experience and minimising waste.

Brands like Boucheron and Volund Jewelry employ AI to design personalised jewellery using 3D metal printing, enabling the creation of distinctive designs and prototypes.

In the future, these companies might have plans to integrate AI features such as the Humane Ai Pin in their products.