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According to the “AI Luxury25” ranking by 5W AI Communications and Haute Living—which was highlighted by WWD —more than a third of luxury consumers use AI tools to research products before making a purchase. As a result, responses from neural networks are increasingly becoming the first point of contact between a brand and a potential customer.
The study analyzed 25 luxury brands across five platforms: ChatGPT, Claude, Gemini, Perplexity, and Google AI Overviews. The evaluation was based on five criteria: the volume of available information about the brand, the frequency of mentions in authoritative sources, the clarity of positioning, the consistency of communication, and the stability of responses across different platforms.
Hermès topped the ranking, ahead of Rolex and Patek Philippe. The top ten also included Cartier, Chanel, Louis Vuitton, Vacheron Constantin, Ferrari, Van Cleef & Arpels, and Tiffany & Co.
It is noteworthy that most of the leaders share one common trait: they have maintained a virtually unchanged brand identity for decades. According to the researchers, it is precisely this consistency that becomes a key advantage in the age of AI. Algorithms find it easier to work with companies whose history, product line, and core values have remained stable over many years.
In fact, the study points to the emergence of a new trend in digital marketing. Whereas in the past companies invested in search engine optimization (SEO), there is now increasing talk of Generative Engine Optimization (GEO)—optimizing a brand’s presence in the responses of generative AI.
The difference is significant: a search engine offers a list of links, whereas AI often generates a complete answer and mentions only a few brands. As a result, the battle is no longer for a spot on the first page of search results, but for the right to appear in the algorithm’s recommendations.
However, it is still unclear to what extent a brand’s “visibility” in AI responses affects actual sales. The study assesses the quality of companies’ digital presence but does not prove a direct link to commercial results. Nevertheless, as AI becomes more widespread, such metrics may become an important benchmark for marketers and investors.
Thus, for luxury companies, an important asset is not only brand recognition but also the brand’s ability to maintain a consistent digital image that is understandable to artificial intelligence algorithms.
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