What is AI's place in the world of luxury retail?

AI is everywhere, and it's making its way into luxury retail. Marcus Wendt and Justin Crook of FIELD.IO, with futurist and tech innovator Cathy Hackl, spoke with Frame contributing editor Lauren Morris-Jansen about how AI will shape the premium landscape.

"Spatial intelligence is the big topic for us. Various sensors can support brands and designers in understanding what's happening in a retail space, and AI is able to look at that output, synthesize learnings and help us respond through design. As for the next step: it's not about what AI can do. It's about how well it knows you. This is where the luxury mindset comes in: understanding consumer desires intimately, strong personalization, long-term relationships."
Marcus Wendt

"Brands need to be smart about all the things that they don't show. Providing deep, insightful and small touches catered to the context is quite inherent in luxury, but the challenge now is to figure out how to translate that into digital interactions."
Marcus Wendt

"This is completely new territory, and brands don't yet have any institutional knowledge. Some huge luxury brands have set up innovation teams that have come and gone. Companies are incredibly careful about their brand experience, they don't want to dilute it."
Marcus Wendt

On how the studio works, Wendt added: "I'm a big believer in the idea that thinking and making have to happen in parallel."