Image Credits: LVMH Group
French luxury group LVMH has extended its partnership with Alibaba Group to enhance customers’ luxury retail experiences and increase omnichannel presence in China using artificial intelligence and cloud technologies.
It has begun integrating Alibaba Cloud’s generative AI capabilities, including Qwen and Model Studio (Bailian).
Qwen is a large language model and Bailian is a comprehensive AI model-building platform.
According to the luxury group, this integration will facilitate the creation of new applications and services to enhance luxury offerings for global consumers and drive growth within its global retail businesses.
This aims to optimise business operations, enhance customer insights, and streamline supply chain management processes to address the Chinese market, it added.
LVMH’s group managing director, Stephane Bianchi, said Alibaba is helping to accelerate omnichannel business growth and enhance premium luxury experiences through cloud and AI technologies, along with expertise in e-commerce operations.
The partnership, initiated in 2019, has now been extended for an additional five years.
The group has over 30 brands, known as Maisons, and Divisions within mainland China and Southeast Asia, including Sephora APAC and DFS.
This extension will help explore new markets, products, and technological frontiers for enhancing business strategy.
Integration with Tmall
LVMH has introduced around 30 of its brands to Tmall Luxury Pavilion – a specialised platform for luxury goods on Alibaba’s Tmall marketplace.
These brands are leveraging Alibaba’s digital tools for engaging customer experiences such as 3D product displays, virtual try-ons, and live-streaming.
Both parties have expanded the collaboration on omni-retail initiatives, including digital recreation of renowned luxury venues, product debuts, membership programs, and personalised consultations.
Previously, LVMH implemented Alibaba Cloud’s data management tool, Dataphin, to power “LVMH ATOM” China – a bespoke platform designed by LVMH to deliver personalised services for its Chinese customer base.
The group has leveraged Alibaba Cloud’s machine learning platform – PAI -to develop customised services catering to the tastes of Chinese consumers across its brands.