On Retail

For more than a decade, global Retail operated under a single obsession: GROWTH.

In Luxury Retail, everyone agrees culture matters – the question is: “How do we make it tangible, repeatable and scalable across every store?”

Let’s start with a hard truth… … people who work all day, often until late, no longer have the time or mental bandwidth to adapt to rigid store hours: 9 am – 1 pm, 3 – 7 pm, closed on Sundays, etc.

Half of Consumers actively prefer brands that don’t use generative AI in what they see, according to a Gartner survey of more than 1,500 U.S. consumers recently released.

What the Consumer encounters as a quiet, ordinary moment – a product waiting exactly where it should be – is in fact the final surface of an intricate and largely invisible architecture.

Most brands chase attention.

Major retailers – Target in the US is one of them – are experimenting with paid placements woven directly into user interactions on ChatGPT.

In luxury, there is a structural rule few executives dare to ignore: scarcity and symbolic value must rise in tandem.

… is about rolling up your sleeves, addressing uncomfortable truths and making change happen where it matters – quickly, very quickly.

For those Brands and Retailers that use Artificial Intelligence to create their Marketing content… … go ahead and use it, it’s very valuable… … but use it as you would use an Intern, not a Senior Creative.