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When AI meets desire: Innovating human-centered luxury experiences in the agentic age

McKinsey Insights & Publications·When AI meets desire: Innovating human-centered luxury experiences in the agentic age·3 days ago

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With luxury consumers rapidly embracing AI, the strategic question for merchants is no longer whether agents will mediate the journey, but who controls how brands are perceived.

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When AI meets desire: Innovating human-centered luxury experiences in the agentic age