How LVMH committed €100m to AI and runs MaIA with 2m requests per month

LVMH invested more than €100 million in artificial intelligence initiatives and expanded its partnership with Google Cloud in 2025, building an internal AI assistant called MaIA that now processes over two million requests per month from employees across its portfolio of luxury brands. The investment underpins a multi-year effort to centralise data and deploy generative AI tools across 75 maisons spanning fashion, watches, jewellery, perfumes and wines.

What did LVMH invest in AI and cloud infrastructure?

LVMH committed over €100 million to AI and extended its existing Google Cloud partnership in 2025. The partnership, which began in 2021, initially focused on data infrastructure and cloud migration. The 2025 expansion brought generative AI capabilities to the forefront, enabling LVMH to deploy large language models across its operations.

The investment funded the development of MaIA, an internal AI assistant built on Google Cloud's Gemini models. The assistant was designed to help employees at brands including Louis Vuitton, Dior, Fendi and Sephora access product information, analyse sales trends, and retrieve customer insights without requiring technical expertise.

How does MaIA handle two million requests per month?

MaIA processes more than two million requests per month, a volume that reflects adoption across LVMH's global workforce of over 200,000 employees. The assistant operates on Google Cloud's Vertex AI platform, which provides the infrastructure to scale language model queries and integrate with LVMH's existing data systems.

The system allows employees to query product catalogues, inventory levels, customer preferences and market trends in natural language. For example, a merchandiser at Louis Vuitton can ask MaIA to summarise sales performance for a specific handbag line across European markets, while a designer at Dior can retrieve trend data on colour palettes or fabric preferences.

The architecture relies on several components:

• Google Cloud's Gemini models provide the natural language processing and generation capabilities
• A centralised data lake consolidates information from point-of-sale systems, e-commerce platforms, supply chain databases and customer relationship management tools across all 75 maisons
• Role-based access controls ensure employees see only data relevant to their brand and function
• Integration with existing enterprise software allows MaIA to pull real-time data without requiring manual uploads or batch processing

What data infrastructure supports the AI assistant?

LVMH built a centralised data lake to consolidate information from point-of-sale systems, e-commerce platforms, supply chain databases and CRM tools across its 75 maisons. This consolidation was essential to enable MaIA to deliver consistent answers regardless of which brand or region an employee works in.

The data infrastructure includes governance frameworks to ensure compliance with European data protection regulations. Each maison retains control over its proprietary data, and the system includes audit trails to track how information is accessed and used.

The group invested in data cleaning and standardisation to ensure product attributes, customer records and transaction histories could be queried accurately. This preparatory work, which began before the 2025 partnership expansion, was necessary to avoid the assistant returning inconsistent or incorrect information.

Which use cases drive the two million monthly requests?

LVMH has not published a detailed breakdown of how employees use MaIA, but the company has described several categories of queries that account for the high request volume.

Employees query product catalogues, inventory levels, customer preferences and market trends. Retail staff use the assistant to check stock availability and suggest alternatives when items are out of stock. Buyers and merchandisers analyse sales data to identify best-selling products and underperforming SKUs. Marketing teams retrieve customer segmentation data to personalise campaigns.

Supply chain teams use MaIA to track shipments, monitor lead times and flag potential delays. Finance and planning functions query revenue and margin data by product line, region and channel. The assistant also supports administrative tasks, such as retrieving company policies or answering questions about internal processes.

What results has LVMH reported from the AI investment?

LVMH has not disclosed financial returns or productivity metrics tied to the AI investment, but the company has highlighted operational benefits. LVMH reported that MaIA reduced the time employees spend searching for information and enabled faster decision-making.

The group said adoption rates exceeded internal expectations, with usage growing month-on-month since the assistant's rollout in early 2025. LVMH plans to expand MaIA's capabilities to include image recognition for product authentication and visual search for design inspiration.

The investment aligns with broader industry trends. Luxury and fashion companies have increased spending on AI to improve demand forecasting, personalise customer experiences and streamline supply chains. LVMH's approach differs from competitors in its emphasis on centralising data across a diverse portfolio of brands, rather than deploying AI within individual maisons.

What challenges does LVMH face in scaling AI across 75 brands?

Integrating data from 75 maisons with different IT systems, product categories and business models posed significant technical challenges. Each brand operates with some autonomy, and legacy systems at heritage houses required custom integration work.

LVMH addressed resistance from employees concerned that AI would replace human expertise by positioning MaIA as a tool to augment rather than substitute decision-making. The group provided training to help staff formulate effective queries and interpret the assistant's responses.

Data quality remains an ongoing challenge, particularly for historical records and products with complex customisation options. LVMH continues to invest in data governance and quality assurance to improve the accuracy of MaIA's outputs.