Luxury adapts to artificial intelligence & digital transformation - A case study of Burberry

In the realm of luxury brands, the era of digital world and digital integration has seen a fundamental transformation. High-end clothing firms are demonstrating a strong interest in understanding digitalization in order to provide customers with an omni-channel buying experience. In this study, the main goal is to investigate the usage of Artificial Intelligence and its applications by luxury labels, as well as the impact that this technology has on the brand’s performance in the market. Based on a case study, this article examines how luxury major retailers such as Burberry have successfully implemented an online strategy by repositioning themselves in fear of missing high-end customers and thus attempting to solve the existing trade between uniqueness and magnitude of economic system. Findings within the paper have been derived from a systematic bibliometric analysis which has taken into consideration a significant number of relevant publications such as conference proceedings and scholarly articles, as well as case studies of major global luxury fashion firms, among many other things. As the first study of its sort, this article will be useful to industry professionals in building their digital solutions; for scholars and academicians, the study will provide an ability to look at the issue in the context of consumer and technological innovation.