How AR and AI Are Redefining Luxury Desire

The concept of luxury is shifting. According to a comprehensive study by Snap Inc., WPP and IFOP, 78% of consumers still dream of luxury, but 65% feel it has become less exclusive. Today, desirability is built through continuous engagement, not just ownership. Brands are responding by using augmented reality (AR) and artificial intelligence (AI) to create immersive experiences that foster desire long before a purchase is made.

Desirability before purchase

The study, which surveyed 9,000 luxury consumers aged 18 to 45 across nine markets, reveals a fundamental change in how luxury is experienced. For many, the journey begins with content, conversations and cultural references—often years before a first purchase. A striking 79% of respondents say that small, regular interactions with a brand are more effective at building desire than large, sporadic campaigns. Furthermore, 39% of luxury shoppers have at least four touchpoints with a product before buying it.

This shift explains why Snapchat has introduced features like the interactive ‘Snap Map’, where luxury houses can showcase their brands with animated icons, allowing users to discover places and activities. As Geoffrey Perez, global head of luxury at Snap, explains: “Luxury fashion has always had the unique ability to evoke emotions and inspire dreams. What is changing today is the way new generations discover fashion houses, make their universes their own and build their relationships with them.”

Scan, play, try on

At a recent event in Paris, these ideas were brought to life. On the third floor of the venue, brands such as Miu Miu, Prada, Gucci, Balenciaga, Dior, Chanel, Lancôme and Kylie Cosmetics presented interactive digital experiences. Guests scanned QR codes with their smartphones to unlock a variety of engaging activities.

Dior, for instance, offered a game centred around its ‘Book Tote’ bag, with a playful nod to Bret Easton Ellis’s novel American Psycho. Balenciaga brought its ‘City Bag’ to life through an AR experience. These activations align with another key finding: 80% of respondents said that knowing the heritage behind an iconic product—its history, craftsmanship or manufacturing process—increases their desire for it. AR can deliver that context in an engaging way.

Luxury experiences comfortably from home

One of the most powerful aspects of AR is its accessibility. “The beauty of this technology is that it can be available anywhere,” Perez says. “You can gain access to luxury products and iconic collections from your own sofa, or even in the mountains where there is not a luxury boutique for miles around.”

Luxury fashion journalist Laure Guilbault illustrated this point: even if you are not in Paris, AR can transport you into the heart of a luxury experience. Virtual try-on for glasses or digital exploration of a collection means you no longer need to visit a physical store to engage with a brand. And according to Perez, the experience is surprisingly personal: “Most of the time, it is a one-to-one experience. When I virtually try on trainers, a watch or a pair of glasses, it feels very special.”

Consumers echo this sentiment. Around 71% believe that AR or virtual try-on features can turn mere interest into immediate desire, and 74% would be more likely to share a product they have tried on virtually with friends or family for feedback.

From desire to conversion

Perez also highlights the commercial impact. Several studies show that AR increases desire for a specific product and boosts conversion rates. The technology bridges the gap between e-commerce and physical retail, driving consumers into stores and offering solutions when a style or colour is out of stock. However, specific figures for individual luxury houses were not disclosed.

The future: AR and AI combined

Looking ahead, Snap sees the fusion of AR and AI as the next frontier. In June 2026, the company unveiled ‘Specs’, standalone AR glasses that overlay digital images onto the physical world, featuring an AI assistant and interactive experiences. AI is already being used in campaigns like ‘Gucci La Famiglia’, where users could transform themselves into characters from the campaign using an AI-powered lens. According to Perez, AI accelerates the creative process and makes such experiences more accessible to consumers.

As luxury continues to evolve, AR and AI are not just tools for engagement—they are becoming essential for building desire in a digital-first world.