You know everything about AI.
Except what to do Monday morning.
Photo · Nick Fancher
Bain reports, agency POC, ESN scoping — you're informed. Perfectly. And yet : the project mentioned at the Executive Committee in January still hasn't started. The recommendation stayed on slides. The budget is earmarked, but no one knows exactly for what.
Between vision and operational plan, between « we should do AI » and « here's what we do, with whom, by when, and how we measure it » — there's a gap. In most Houses, no one has the mandate to fill it.
That's exactly where I come in.
My subject is luxury through the lens of agentic AI. Not AI in general. Not tech for tech's sake. What happens when an algorithm steps between your house and your clients — and what you can decide to do about it.
I don't code. I don't build chatbots. I help you turn curiosity about AI into clear decisions, unblock projects going in circles, and regain control of a brand narrative that agentic AI is already rewritingrewrites without you.
Work together Map my house →My LUXE ÆTERNAI newsletter, a laboratory of intelligence and watch on agentic luxury.
Every Thursday, a rigorous breakdown of one move that reshapes the geography of luxury : how AI agents reformulate desire, customer journeys, and the value mechanisms that make luxury what it is. Latest three editions :
The agentic interlining. The middle-to-middle doctrine — two human ends, an industrialized pipe.The agentic interlining. The middle-to-middle doctrine — two human ends, an industrialized pipe.
Human After AllThe industrialisation of desire and the mathematisation of aura. Mytheresa, LVMH NRF 2026, Estée Lauder Q3.Mytheresa, LVMH NRF 2026, Estée Lauder Q3. Why the house changes hands.
Between the LinesThe Pact of Legibility. LVMH AGM April 23, Adobe Summit, Yann LeCun and AMI Labs, L'Oréal Q1, EU AI Act Article 50. What houses encode for AI agents, and what they leave in silence.The Pact of Legibility. LVMH AGM April 23, Adobe Summit, Yann LeCun, EU AI Act Article 50.
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A new ménage à trois in luxury ?
680 responses generated by 4 AI agents across 10 luxury houses. 83 pages. Original concepts — the Antichambre, productive friction, the double reader — and an actionable decision framework. This is not a trend report : it's the raw material for a doctrine.
« Luxury has never defined itself by the technology it uses. It defines itself by what it refuses to delegate. AI agents are simply the latest mirror asking you : what do you keep ? »