Matthew Drinkwater spoke to Business Insider about how luxury brands risk undermining their aspirational value when AI replaces craft and human storytelling, highlighting how negative reactions show audiences are highly sensitive to perceived losses of authenticity and heritage in luxury branding.
Matthew Drinkwater, the director of the Fashion Innovation Agency at the London College of Fashion, said luxury has traditionally been rooted in “craft, heritage and human storytelling.”
“If AI is used in a way that feels like it replaces craft, it risks undermining the very thing that creates aspiration,” he said.
