Why AI and luxury retail go hand-in-hand: Scott Houchin, CMO and Head of Fashion & Luxury

Published in: The Drum | April 22, 2026

In a recent opinion piece for The Drum, Scott Houchin, CMO and Head of Fashion & Luxury, explores how artificial intelligence is reshaping the luxury retail landscape by enabling more personalized, seamless, and data-driven customer experiences. Houchin argues that luxury brands are increasingly leveraging AI not only to improve operational efficiency, but also to deepen customer engagement through tailored recommendations, predictive insights, and elevated omnichannel experiences that align with evolving consumer expectations.

Houchin also emphasizes that successful AI adoption in luxury retail depends on balancing technology with brand authenticity and human connection. While AI can enhance decision-making and customer understanding at scale, he notes that luxury brands must ensure these technologies complement — rather than replace — the exclusivity, craftsmanship, and emotional resonance that define the luxury experience.