From heritage to algorithms: luxury storytelling in the age of generative AI
Contini, Gaia (A.A. 2024/2025) From heritage to algorithms: luxury storytelling in the age of generative AI. Tesi di Laurea in Language in advertising, Luiss Guido Carli, relatore Paolo Peverini, pp. 185. [Master's Degree Thesis]
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Abstract/Index
Understanding luxury: core elements and their role in brand identity. The subjectivity and relativity of luxury–who defines it. Moments of luxury-relevance of space and time. Beyond the tangible: crafting the luxury experience. The 3 pillars of luxury: heritage, craftsmanship and creativity. The rise of generative ai–opportunities and challenges. The evolution of creative processes: from human craftsmanship to AI-driven innovation. The integration of AI in luxury brand storytelling. Beyond automation: the unique aspects of human creativity compared to AI. Craftsmanship in the digital era: how creatives adapt to AI integration. Craftsmanship vs AI: balancing heritage and innovation. AI-driven luxury advertising: exploring authenticity and consumers’ emotional connection. Redefining creativity: AI’s role in branding and the changing role of human creatives. Challenges and ethical concerns in AI-generated creativity. Managerial relevance and introduction of the research question: "how can luxury brands proactively preserve their heritage and craftsmanship in the era of generative Ai within creative processes—ranging from design to advertising—while maintaining authenticity and emotional engagement with consumers?". Methodology. Thalie Paris x ONIRIQ campaign (2024). Qualitative methodology: Focus group.
References
Bibliografia e sitografia: pp. 168-185.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing (LM-77) |
| Chair: | Language in advertising |
| Thesis Supervisor: | Peverini, Paolo |
| Thesis Co-Supervisor: | Amatulli, Cesare |
| Academic Year: | 2024/2025 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 13 Feb 2026 11:35 |
| Last Modified: | 13 Feb 2026 11:35 |
| URI: | https://tesi.luiss.it/id/eprint/44812 |
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