AI and luxury: how Web3 and digital identity are revolutionizing the customer experience

During the Paris Blockchain Week, a panel dedicated to the intersection of artificial intelligence (AI), Web3, and luxury brands highlighted one of the hottest topics in technological innovation: how to combine extreme personalization with respect for the brand’s identity and values.

Summary

• Experience is the new luxury: AI as a personalization engine
• Creativity is irreplaceable, but AI enhances the service
• The brand dilemma: innovate without losing control
• Decentralized infrastructure: the new frontier of AI training
• Conclusion: it’s time to build, without losing identity

Experience is the new luxury: AI as a personalization engine

In the luxury sector, every detail counts. And today more than ever, the personalized experience is a fundamental asset. As explained by the speakers, artificial intelligence can become a powerful tool to create tailored interactions, leveraging data collected through digital wallets, proof of attendance, and decentralized identities.

Let’s imagine, for example, a loyal customer of a high fashion brand. Thanks to the analysis of the data contained in their wallet, AI could know if they have participated in exclusive events, which products they have purchased, and what preferences they have expressed in the past. This would allow the brand to offer a VIP treatment, suggesting ad hoc collections, reserved events, or even wines to pair with a dinner based on the customer’s personal tastes.

Creativity is irreplaceable, but AI enhances the service

While acknowledging the extraordinary progress of AI, the speakers emphasized that designers, creative directors, and storytellers remain irreplaceable. AI will not replace human creativity, but it can expand its impact through immersive and personalized experiences.

This is where the agentic AI comes into play: a model capable of engaging in dialogue with the user proactively, adapting to their needs in real time. It is a paradigm shift: from passive consumer to active member of a decentralized community.

The brand dilemma: innovate without losing control

The balance between innovation and brand protection is delicate. Luxury companies focus on authenticity, exclusivity, and extremely high-quality standards. This is why the idea of relying on generalist AI models, such as those provided by OpenAI or Anthropic, can raise concerns: data bias, loss of control over the brand tone, reputational risks.

The solution? Use open-source models, customizable and trainable with proprietary data. A brand like Christian Louboutin, for example, could develop its own LLM (large language model) on secure infrastructures, accessible only internally, ensuring consistency with its own values.

Decentralized infrastructure: the new frontier of AI training

The other major topic addressed was the explosion of computational power required to train increasingly complex AI models. From GPT-1 (100 million parameters) to GPT-4 (1.8 trillion), the exponential trend is evident.

The future of AI training lies in decentralized and accessible infrastructures. Projects like DeepSeek, which propose open source reasoning models, allow smaller entities to train advanced AI with reduced costs, preserving their technological independence.

Another key point concerns the understanding of token, the minimal language units processed by AI models. A reasoning model processes up to 20 times more token compared to a standard LLM, requiring even greater computational power.

Supercomputers like the Colossus cluster by Elon Musk, with over 100,000 GPUs, represent just the beginning of this computational arms race.

Conclusion: it’s time to build, without losing identity

The panel concluded with a key reflection: there is no single recipe for applying AI in high-end sectors. But one thing is certain: brands must experiment, maintaining control over their narrative and adopting safe, ethical, and transparent solutions.

In a world where every customer can become an active member of the community thanks to digital wallets and verifiable identities, AI is no longer just a tool: it is a strategic ally.

The future of luxury is data-driven, tailored, decentralized. And it has already begun.

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