Understanding AI’s Role in Shaping Desirability
At the recent Geneva Watch Days, a thought-provoking panel discussion brought together industry experts to explore a complex relationship—the one between artificial intelligence (AI) and desirability in the realm of luxury watchmaking. A key voice in this debate was Antonio Carriero, a Senior Advisor to DLG and renowned figure in the digital luxury spaces.
Carriero's bold assertion that "AI has no taste" challenges the common notion that technology influences consumer choices in an unprecedented manner. He elaborates that while AI undoubtedly plays a significant part in the buying experience—by acting as an intermediary that influences which products gain visibility—it lacks a personal connection to the objects it recommends.
Instead, Carriero argues that AI is not capable of feeling or experiencing desire. It aggregates signals from human culture, simulating taste based on various inputs from what collectors cherish to what experts validate. This makes AI an editor and amplifier of desire, shaping how brands are perceived in the eye of the consumer.
The Risks of Machine-Mediated Desirability
While AI has the potential to enhance visibility for some products, there also lies a structural risk. Carriero points out that established brands—those already well-documented and frequently referenced—could see their dominance increase as the system favors them due to the broad volume of available information. On the other hand, emerging independent watchmakers may struggle to gain traction. The insights shared during the panel illustrate the pressing need for brands to create accessible and well-structured knowledge rather than solely relying on promotional content.
Shaping the Future of Luxury through Human Connection
As we navigate the evolving landscape where AI plays a bigger role as a decision-making tool, Carriero reminds us that the drive of desire remains inherently human. It's the stories and personal connections we cultivate with brands that truly matter. This intersection of machine learning and human experience could define the luxury market as we approach 2030.
With technology continuously progressing, it becomes crucial for all players in the luxury market—be they brands, experts, or collectors—to ensure their voice is heard and shared widely. Ultimately, the human element should never be overshadowed by technological advancements.
Write A Comment