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Moet Hennessy The House: AI-Powered Luxury Ecosystem
Concept Vision
MAISON/AI is an end‑to‑end platform that unifies creative automation (gen‑AI design), automated audience intelligence, and CRM & membership—all behind a single LV identity graph and real‑time decisioning layer. It adapts The House blueprint (membership value universe + single‑identity orchestration) and fuses it with proven AI research stacks and social/audience intelligence to deliver a closed‑loop growth system for LV.
What We Built
The House OS: A modular suite that includes Creative Route Finder, Brand Decoder, Audience Composer, and Journey Mapper—deployed for cross‑house planning and local market execution. Membership as the experience OS: the “House” model organizes value into tiers and moments and can extend from wine/spirits into luxury fashion—events, ateliers, drops, travel, services—personalized per member. Real‑time personalization pipeline: ingest → transform → analyze → coordinate → decide → orchestrate → measure—designed to learn from every response and feed the next best action.
Our Solution
We deployed Aion Labs’ Lyrical 2.0 stack to build an AI-driven creative operating system (“The House OS”) that couples brand DNA with live audience behavior:
- Data Fabric: Ingested multi-source data (owned social, campaign performance, CRM segments, retail signals) into a unified brand graph and creative asset lake.
- Creative Intelligence: Trained maison-specific “brand decoders” to preserve signature codes (materials, silhouettes, palettes, typography, tonal language) while suggesting culturally relevant variations by market.
- Rapid Validation: Ran virtual surveys and behavioral tests on 5–7 priority audience clusters per maison to score creative routes against desirability, distinctiveness, and purchase intent.
- Journeys & Orchestration: Mapped creative touchpoints across awareness, inspiration, consideration, and post‑purchase, then auto-generated kit-of-parts assets tailored to channel and audience.
The Results
Aion Labs didn't build The House OS—we architected a data platform that became a competitive moat:
Time‑to‑Concept
Brand Integrity
98% adherence to maison codes across markets, verified via our brand decoder scoring.
Performance Lift
+21% uplift in save rate and +17% CTR across paid social variations tested in EMEA and APAC.
Localized Resonance
Generated micro‑collections of creative for key cities (Paris, Tokyo, Seoul, NYC), each reflecting local cultural signals without sacrificing heritage.
Why This Approach Works
How it works (end‑to‑end)
- Ingest & unify identity
Customer, member, boutique, event, media, and social signals join a Single LV ID (SIC.AI) across channels; APIs tie to marketing clouds/CDP. - Model audiences & intent (Audience Brain)
Real‑time segmentation (Archetype), creative/brand attribute genetics (Genomics), trend forecasting (Prescience), and propensity; coverage across a global device/social graph. - Generate/optimize creative (Atelier)
Brand‑trained models create on‑brief variations (lookbooks, show trailers, window concepts, PDP visuals, service scripts) with human‑in‑the‑loop QA, usage rights, watermarking, and safety gates. - Orchestrate journeys (The House)
Decision engine selects the next best content/offer/service per member (app, email, WeChat, clienteling, events, retail screens) using response‑lift models. - Measure → learn → re‑create
Dashboards track friction, sentiment, creative performance, and member value; signals flow back to re‑rank segments and refresh the Atelier’s prompts/styles.