AI storytelling for global consumers: does it improve luxury brand experience and what is the role of culture?

Purpose This study aims to investigate how AI storytelling influences the luxury brand experience for consumers, with particular attention to the role of culture in this process. Design/methodology/approach The study adopts an exploratory qualitative approach, drawing on 30 semi-structured interviews in which an AI-based storytelling platform developed by a luxury brand served as stimulus material to prompt discussion. The study employs thematic analysis to interpret the findings. Findings Using an inductive qualitative approach, the research identifies five dimensions of the luxury brand experience influenced by AI storytelling–intellectual, affective, behavioral, sensory and cultural–and illustrates how AI storytelling enhances and facilitates but also creates obstacles within each dimension. Originality/value This study introduces the novel concept of AI storytelling and delineates five key dimensions through which it influences the luxury brand experience. The research highlights both the potential of AI storytelling to enhance brand experience and the complexities it may introduce. This paper contributes to the ongoing debate on the compatibility of AI and the luxury industry. Moreover, it raises an important question about the role of culture in AI-driven storytelling of luxury brands. For managers, this study highlights which aspects of the luxury experience AI storytelling enhances, while also identifying risks that could trigger negative consumer reactions.