LVMH brings Google’s AI tech to spirits

Hennessy owner LVMH has teamed up with Google to apply cloud-based artificial intelligence (AI) technology to bolster its operations.

Through the partnership, Google Cloud will provide AI and machine learning technologies ‘to assist human talent’ across LVMH’s brands, which include Belvedere vodka and Scotch whiskies Glenmorangie and Ardbeg.

Toni Belloni, LVMH’s group managing director, said: “This new, unprecedented and significant partnership with Google Cloud is the reflection of our high ambitions in this area.”

Internally, the technological tools will be used to forecast demand and optimise inventory, communicate with employees, develop new products, improve IT infrastructure and more.

Google Cloud will help LVMH build its ‘culture of innovation’ by introducing new certification programmes for workers, and the two firms will launch a ‘data and AI academy’ in Paris.

The collaboration will also allow LVMH to create new personalised experiences for customers.

“By combining our best-in-class approaches in our respective industries, it will take us a step forward in the use of data and AI,” Belloni continued.

“For us, privacy, personalisation, and luxury are synonymous, and that will always remain true. The new opportunities offered to our customers are exactly what our talented teams are working for at LVMH: a unique and unforgettable experience.”

Thomas Kurian, CEO of Google Cloud, added: “We are proud to be entering into such an innovative and extensive partnership with LVMH to power its innovation through cloud technology and AI capacities. Together, we can help drive the future of customer experience in the luxury industry.”

The partnership announcement follows a period of growth for LVMH, as the luxury goods company saw organic revenue rise by 36% for its wine and spirits arm in the first quarter of 2021.