Luxury fashion brands use AI quietly to support campaigns and planning

In short: Luxury fashion houses are using AI more as a support tool for marketing and planning, while trying to keep the public-facing brand feel human and consistent.

What's going on

Luxury brands are starting to use AI, but many are careful not to let it take over the look and feel that makes their labels recognizable. The push is less about AI making entire collections on its own, and more about speeding up work that sits around the creative process.

Jil Sander is a clear example. Reporting cited in a roundup of luxury AI marketing experiments says the brand used AI-assisted campaign imagery in 2025. “AI-assisted” here means the brand used software to help create or edit images, like having a smart photo assistant in the studio (it can suggest and generate options, but people still choose what gets used).

Dolce & Gabbana has also been linked to tech-forward presentation. An earlier runway show used humanoid robots as part of an AI-themed art element. Current discussion around the brand focuses on a familiar challenge in luxury, how to bring in younger shoppers without losing the house style that long-time customers expect.

Bottega Veneta appears in recent coverage as part of the luxury sector’s broader reset around AI, rather than for one widely documented public AI campaign. The bigger pattern is that brands use AI for planning and production support, such as trend forecasting (guessing what people may want next), early visual mockups, and extending campaign content.

What to watch

Expect more “quiet” AI use inside luxury groups, like shared internal systems that help teams work faster. The key question is how brands will label or explain AI involvement, especially as shoppers debate what should stay handmade and clearly human-led.

Source: NYTimes