Technology

LVMH uses Google Cloud to create a personalized customer experience

The global luxury group LVMH and Google Cloud announced this Wednesday, June 16 the signing of a strategic partnership aimed at accelerating innovation and developing new solutions using artificial intelligence from the cloud.

From products to supply

The AI ​​will be positioned “at the heart of the value chain” within the luxury group, ranging from product development to the supply chain, including employees, partners and customers, we can read in the article. communicated.

In practice, this collaboration should strengthen the expertise of the teams of the 70 LVMH “Maisons” spread over 6 business sectors (spirits, fashion, cosmetics, watches, etc.) and improve operations on demand forecasting issues. and inventory optimization as well as creating a personalized customer experience. All while meeting data security and confidentiality requirements. Google Cloud will also contribute to the modernization of part of LVMH’s IT infrastructure.

Asked by Le Figaro, Toni Belloni, Deputy CEO of LVMH, outlines some avenues for improvement considered: recommending specific products in emails, personalizing customer web pages, optimizing media campaigns, identifying high-potential customers from their first purchase or still activate the second purchase.

Create an “Academy” to develop skills

The company headed by Bernard Arnault will also rely on Google Cloud to develop its skills around data and innovation through dedicated training and certification programs for its teams. The two partners also wish to launch “a Data and AI Academy” located in Paris to “further perfect their expertise and their innovations in these fields”.

LVMH and the Mountain View firm already know each other. Google has been in partnership for four years with Sephora, Dior, Fendi and Louis Vuitton.

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