How LVMH runs MaIA assistant with 2 million requests per month

LVMH's internal AI assistant MaIA handles more than 2 million requests per month from 40,000 employees across the luxury group's portfolio. The platform was built in collaboration with Google Cloud over four years, supporting operations from supply chain planning to clienteling at brands including Louis Vuitton, Dior, and Tiffany.

LVMH has spent four years building what it calls an AI Factory in partnership with Google Cloud, a central data platform supporting predictive AI, generative AI, and AI agents across all 75 of its maisons. At NRF 2026, Gonzague de Pirey, LVMH Chief Omnichannel and Data Officer, and Soumia Hadjali, Louis Vuitton Global Senior Vice President, Client Development & Digital, outlined how the group is embedding AI and data across its maisons to elevate creativity, empower store teams and deepen client relationships.

What is MaIA and how does it work?

MaIA is a company-wide AI assistant built on Google Gemini, Imagen, and OpenAI's GPT models. MaIA was launched in early 2024. It operates across HR, finance, legal, and retail functions, enabling employees to perform enterprise search, document analysis, content translation, and mock-up generation.

LVMH brands are using AI tools to summarize previous interactions with customers and help sales advisers generate personalized messages, better understand what customers are searching for on the brands' websites, adjust prices based on currency fluctuations and other factors, identify and react more quickly to supply chain problems, construct mood boards to inspire design teams, and generate copy for eCommerce sites.

How many employees use MaIA each month?

MaIA handles more than 2 million requests monthly from 40,000 employees. This represents roughly 50 queries per user per month, approximately 2.5 per working day. Monthly reach represents approximately 18 per cent of LVMH's 211,000-person workforce.

What infrastructure powers LVMH's AI tools?

LVMH built a central data platform in collaboration with Google Cloud over four years. In partnership with Google Cloud, LVMH has created a unified digital infrastructure over the past four years that spans all 75 of its maisons and is designed to harmonize internal data. The platform is built on Google Cloud infrastructure including BigQuery and runs across all 75 maisons.

LVMH runs what Gonzague de Pirey calls AI for All, a federated model where each of 75 Maisons writes its own AI transformation plan, and the group extracts shared patterns in three domains: client engagement, marketing, and operations. The approach is described internally as mAIson, built to support LVMH's decentralised structure of 75 autonomous brands while maintaining what makes each one distinctive.

Which use cases does MaIA support?

MaIA supports several core functions across LVMH's operations:

• Enterprise search and document analysis
• Content translation and mock-up generation
• Summarizing reports and drafting emails
• Supporting e-commerce teams
• Information analysis in finance, retail, digital, legal and HR departments

CELINE developed CELIA, an AI assistant powered by MaIA, LVMH's internal artificial intelligence platform. Loro Piana uses LucIA, an artificial intelligence tool exclusive to LVMH, to support its creative process.

What productivity gains does LVMH claim?

LVMH Group IT and Technology Director Franck Le Moal said technology is mandatory to become super-efficient and at the same time keep the spirit and the essence of luxury and offer the best possible luxury experience. Operational efficiency has improved thanks to faster, data-driven decision-making in supply chain management, pricing adjustments, and demand forecasting, and MaIA has provided productivity gains across functions, handling millions of requests monthly.

One LVMH initiative reduces marketing material turnaround time by 30 per cent and lowers carbon emissions by 20 per cent. LVMH describes agentic automation as being still in its infancy inside the group, even as it runs MaIA at scale, and deploys what Soumia Hadjali of Louis Vuitton calls an intelligent layer to superpower our client advisor.

How does LVMH balance AI with luxury craft?

Gonzague de Pirey framed LVMH's approach as a deliberate inversion of the tech industry's instinct to foreground innovation, saying luxury remains rooted in artisanship and the client-advisor relationship, and that should dictate how artificial intelligence is used. LVMH's technology vision is defined as visible nowhere, everywhere present, where AI enhances rather than replaces the customer experience.

LVMH operates more than 6,280 stores worldwide and generated 80.8 billion euros of revenue in 2025. Management is targeting collection planning, sales support, customer relationships and operations while keeping human creativity central. In its AI for ALL update, LVMH said each initiative should meet a real need, create value for its Maisons and have the potential to become a competitive advantage.