At VivaTech in Paris, artificial intelligence is taking center stage, reshaping how global brands in fashion and beauty create, sell, and connect.

An AI-powered scanner, developed in collaboration with Danish imaging specialists Rigsters and creative agency OKCC, captures detailed visuals that are transformed into highly realistic 3D models.

These models are then processed using generative AI, with the aim to automate the creation of digital assets, enabling luxury brands to generate tailored content for online retail, advertising and social media, while remaining true to their brand identity.

Louis Vuitton is part of the LVMH group, which stands for Moët Hennessy Louis Vuitton and is one of the world’s largest luxury goods groups. The French multinational owns more than 75 prestigious brands across fashion, jewelry, cosmetics, wines and spirits, including Dior, Bulgari, Fendi, Givenchy and Sephora.

At its Bulgari stand, innovation is showcased again, but this time, focused on security and provenance. Displayed behind glass is the Serpenti Baroque necklace: a platinum showpiece set with eight baroque emeralds. A Bulgari smartphone app attempts to scan the necklace, but the protective screen, Bulgari says, gets in the way.

Bulgari says the system strengthens the fight against counterfeiting and theft, which is a growing issue in the luxury market.

Artificial intelligence is also aiming to support Bulgari staff behind the scenes. The brand has developed an internal AI assistant that helps teams communicate in line with the company’s values and heritage. The AI chat tool provides instant access to Bulgari’s internal knowledge base—from sustainability commitments to design history.

For LVMH, artificial intelligence is a strategic investment aimed at protecting market share and driving performance in a rapidly evolving global luxury landscape.

Across the exhibition floor, L’Oréal is taking a different approach, using AI to look beneath the surface of the skin.

The company’s Spotscan Plus tool uses microfluidic technology and artificial intelligence to analyze protein biomarkers that offer insights into a person’s biological age and future skin health.

It’s a shift from traditional diagnostics, designed to offer consumers more personalized and scientifically grounded skincare routines without the need to see a specialist.

This article was provided by The Associated Press.