Pata, Serena (A.A. 2024/2025) From visual seduction to emotionalò resonance: Generation Z and the quest for authenticity in AI-driven luxury. Tesi di Laurea in Language in advertising, Luiss Guido Carli, relatore Paolo Peverini, pp. 171. [Master's Degree Thesis]

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Abstract/Index

Luxury in the digital era–transformations and challenges. Luxury, experience and meaning in the digital era. Generation Z and digital luxury: values and expectations. Understanding artificial intelligence: foundations, evolution and strategic applications. AI in the luxury sector: personalization and innovation. The redefinition of aesthetics and authenticity for Generation Z in AI-driven luxury branding. AI-driven aesthetics in luxury: a new visual and communicative standard. The paradox of authenticity: can AI be "authentic"? AI-driven verbal language in luxury. Generation Z and AI-driven luxury: opportunities and controversies. Ethical challenges of AI in luxury branding. Managerial relevance and introduction to the research question: “how do AI-driven visual and verbal content in luxury campaigns influence Generation Z’s perception of brand authenticity and emotional connection?”. Methodology. Balenciaga-afterworld: the age of tomorrow (2020). Etro–Nowhere (2024). Gucci–parallel universes: from future frequences to Gucci Cosmos: from future frequences to Gucci Cosmos. Focus group.

References

Bibliografia: pp. 159-170.

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:	D'Aniello, Alba
Academic Year:	2024/2025
Session:	Summer
Deposited by:	Alessandro Perfetti
Date Deposited:	21 Oct 2025 10:54
Last Modified:	21 Oct 2025 10:54
URI:	https://tesi.luiss.it/id/eprint/43433

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