Luxe | Who Decides What's Luxury Now? Increasingly, AI Does.

A new Bain report reveals that half of all luxury consumers now use AI somewhere in their purchase journey, turning to it as a discovery and inspiration tool before they even have a brand or product in mind. The parallel to luxury real estate is real and worth paying attention to. Buyers are increasingly arriving to conversations with neighborhoods, lifestyle criteria, and price points already shaped by AI research, which means the discovery phase is happening earlier and more independently than ever before. For clients, this is actually good news: more information, more efficiently gathered. And for those of us on the professional side, it's a reminder that showing up with deeper local knowledge, genuine relationships, and insights that no algorithm can replicate is exactly what sets great representation apart.