For consumers, the best AI may be the kind they never notice — powering availability, speed and relevance, while leaving the emotional connection firmly in human hands.

While artificial intelligence is transforming retail operations, experts agree that its role in luxury should remain largely invisible to the customer.

“I often find that many physical retail spaces focus either on form or function. They either look beautifully impractical, or practically ugly,”

At Bergdorf Goodman, Linda’s shop-in-shop, curated by fashion director Linda Fargo, offers unique products not offered anywhere else in the store. “Creating that unique shopping experience by a fashion expert really connects the store to the customer,” says Burke, noting that customers from across the US and Europe travel to Bergdorf Goodman just... See more

e. “Another way to keep the store experience feeling new is to embrace what’s happening in your city,” Andelman continues. “If it’s the US Open, a marathon, or Milan Design Week, it’s great to be reactive and show you’re part of your city.”

If a customer can buy the same product in London, Paris and Shanghai, what motivates them to walk into the store while abroad? The answer lies in hyper-local storytelling.

By 2026, experts expect more brands to adopt a truly multi-purpose retail model, where stores function as social venues, wellness spaces or cultural hubs.

Jacquemus’s LA store features vintage jewelry, while its London location offers art from the designer’s personal collection. JW Anderson has expanded its assortment beyond fashion into lifestyle and cultural products. Andelman recalls Tiffany’s Basquiat installation displayed in its New York flagship in 2023, which turned the store into a cultural... See more

But in 2026, the reason they’ll stay is because of a sales associate who remembers their upcoming trips; a curation that feels distinct, with limited-edition capsules from a tight list of brand partners; a comfortable seating area; a new installation from a local artist; or a coffee shop-slash-smoothie bar to relax and catch up with your shopping... See more