How AI is (Stylishly) Changing the Game

It’s no secret that “AI” is the buzzword of the year.

We heard it mentioned many times on our recent GFI trip to France. However, as we visited a number of innovative marketing and luxury agencies, one message came through loud and clear: AI is not just a tech trend, it's shaping the future of our industry.

As aspiring marketers, it’s natural to feel a bit uneasy about AI, especially when we hear about its growing role in automating tasks traditionally handled by humans. But our visit to Luxurynsight, a Paris-based SaaS company specializing in AI-driven data for the luxury and fashion sectors, turned that fear into inspiration.

On Day 8 of our trip, we had the incredible opportunity to meet Jonathan Siboni, Luxurynsight’s founder and CEO. With contagious energy, he walked us through how the company blends data intelligence and creativity to support luxury brands with marketing strategy, pricing, and retail decisions.

One of the highlights was getting a demo of their predictive trend forecasting tool, which was developed in partnership with Heuritech. Using AI to analyze millions of social media images, the platform identifies emerging trends - everything from colors and fabrics to silhouettes and footwear. (Spoiler: leggings may soon lose their dominance… but Crocs, unfortunately, are sticking around.)

As someone passionate about fashion, it was incredible to see how data and AI are used to forecast what consumers will want months, even years, in advance. But it also raised an important question: With machines making predictions, what happens to human creativity?

Jonathan offered a reassuring perspective: “Creativity will always be the driving force behind brands’ success.” He explained that AI should be seen like a GPS - a tool to guide brands, but not drive for them.

That analogy hit home. AI isn’t replacing marketers, it’s amplifying what we do. It’s helping us make more informed, strategic, and innovative decisions.

So, what did I take away from this experience?

That the future of marketing and fashion isn’t about choosing between technology and creativity—it’s about using both, hand in hand. Whether generative or predictive, AI is a tool—and we’re still the storytellers behind the wheel.