While the rise of artificial intelligence has never before made certain players in the United States so wealthy, luxury brands, having sensed an opportunity, are trying to court these newly rich by opening more stores and launching new collections.
Once worlds apart, the luxury sector is now on the offensive against the United States and players in the artificial intelligence industry. In August 2025, Andrew McAfee, a senior researcher at MIT, told CNBC that looking back over more than 100 years of history, the country had “never seen wealth created on such a scale and at such a speed (…) an unprecedented phenomenon.”
According to CB Insights, a data analytics firm, there are currently 498 AI-related unicorns, with a combined value of $2.7 trillion. As a reminder, a unicorn is a company valued at over $1 billion. About a hundred of them were founded less than three years ago. This trend is expected to continue soon, as the United States plans to invest nearly $700 billion in artificial intelligence by 2026.
In this wake, luxury brands, including the LVMH and Kering groups, are strengthening their presence across the Atlantic by increasing the number of fashion shows held there. For its 2027 cruise collection, Gucci took over Times Square in New York, while Dior and Zegna set up shop in Los Angeles.
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Read more > [COLUMN] Luxury won’t be overwhelmed by artificial intelligence. It’s in the process of harnessing it
Featured picture: © Yogendra Singh/UNSPLASH
