How Louis Vuitton uses GenAI to convert physical products to 3D assets

Louis Vuitton is using generative AI to turn physical products into photorealistic 3D assets for marketing campaigns, collapsing production timelines that previously required weeks of work by external computer-generated imagery studios. The luxury house revealed the initiative at VivaTech 2025 in Paris, where it announced partnerships with technology firms Rigsters and OKCC to develop in-house tools that automate the transformation of leather goods, garments and accessories into digital models ready for e-commerce and campaign use.

What did Louis Vuitton announce at VivaTech 2025?

At the VivaTech conference in May 2025, Louis Vuitton presented a collaboration with Rigsters, a Paris-based startup specialising in AI-driven 3D asset generation, and OKCC, a creative technology studio. The partnership centres on building proprietary generative AI systems that enable Louis Vuitton's design and marketing teams to create 3D representations of physical products without relying on traditional CGI pipelines. The announcement positioned the project as part of the LVMH-owned brand's broader digital transformation strategy, which seeks to maintain creative control over visual assets whilst accelerating production cycles.

How does the physical-to-3D workflow function?

The workflow begins with physical samples photographed from multiple angles under controlled lighting conditions. These reference images are processed by generative AI models trained to recognise materials, textures and construction details specific to luxury goods. The system then generates a photorealistic 3D model that can be manipulated, lit and placed into virtual environments for campaign imagery or product pages. The technology is designed to capture the nuances of Louis Vuitton's signature materials, including monogram canvas, Epi leather and hardware finishes, which have historically challenged automated 3D modelling due to their reflective and textured properties.

Once the 3D asset is created, creative teams can iterate on lighting, composition and context without additional photography or CGI rendering time. This allows for rapid testing of visual concepts and reduces the need for multiple physical samples to be shipped to photography studios or CGI houses. The system is intended for use across e-commerce, social media, advertising and internal design review processes.

What are the time and cost implications?

Traditional CGI production for luxury goods typically requires between two and six weeks per asset, depending on complexity, and involves specialised 3D artists who manually model geometry, apply textures and simulate lighting. By automating much of this process, Louis Vuitton's generative AI system compresses production time to a matter of days or hours. Whilst the company has not disclosed specific cost savings, the shift from outsourced CGI to in-house automated generation is expected to reduce per-asset costs significantly, particularly for high-volume product launches and seasonal campaigns that require dozens or hundreds of distinct images.

The speed advantage is especially relevant for digital marketing, where social media and e-commerce platforms demand rapid content updates to match consumer engagement cycles. Faster asset production enables Louis Vuitton to respond to trends, adjust campaign messaging and launch products with tighter coordination between design and marketing teams.

How is this being used in campaigns?

Louis Vuitton has integrated the generative AI-produced 3D assets into campaign content, using them to create product imagery that sits alongside or replaces traditional photography. The assets are employed in digital advertising, product detail pages and social media posts, where the photorealistic quality meets the brand's visual standards without requiring physical shoots. The system also supports the creation of virtual environments and lifestyle imagery, where 3D products are placed into computer-generated scenes that simulate real-world settings or conceptual backdrops.

The technology does not replace all photography or CGI work. High-profile campaigns featuring models, celebrities and editorial storytelling continue to rely on traditional shoots. However, for product-focused content and e-commerce imagery, the generative AI tools provide a scalable alternative that reduces logistical complexity and production bottlenecks.

What does this mean for the luxury fashion industry?

Louis Vuitton's deployment of in-house generative AI for 3D asset production signals a shift in how luxury brands approach visual content creation. By bringing capabilities that were previously outsourced to CGI studios inside the organisation, the brand gains greater control over quality, timing and intellectual property. This move reflects broader industry concerns about maintaining brand consistency and confidentiality when working with third-party vendors, particularly as generative AI models require access to proprietary design assets and material specifications.

Other luxury and premium brands have begun exploring similar technologies. The adoption of generative AI for asset production is being driven by pressure to increase digital content output without proportionally expanding creative teams or budgets. As e-commerce and social media become dominant channels for product discovery and sales, the volume of visual content required has grown exponentially, making automation an attractive solution for brands that can afford the initial investment in technology and training.

Key considerations for brands evaluating generative AI for 3D asset production include:

• Investment in technology partnerships and in-house technical talent to build and maintain AI systems
• Training datasets that accurately represent brand-specific materials, finishes and design language
• Integration with existing digital asset management and creative workflow tools
• Quality control processes to ensure generated assets meet brand visual standards
• Legal and intellectual property frameworks for AI-generated content used in commercial campaigns

The Louis Vuitton initiative demonstrates that generative AI is moving beyond experimental pilot projects to become a production tool for core marketing functions. As the technology matures and becomes more accessible, its adoption is likely to spread across the luxury and premium segments, reshaping the economics of visual content production and the roles of photographers, CGI artists and creative technologists in the fashion industry.