AI-enabled responsible luxury adaptation and consumer-based brand resilience: value reframing and sustainability signaling authenticity

Purpose This study aims to examine AI-enabled responsible luxury adaptation as a brand-level mechanism for strengthening consumer-based brand resilience. It investigates whether coordinated personalization, touchpoint continuity, traceability and responsibility-linked support enhance resilience through AI-mediated consumer value reframing and whether this process depends on a modern luxury orientation and on sustainability signaling authenticity. Design/methodology/approach A multi-method design was used. Study 1 used a scenario-based experiment (N = 265) to test the effects of high versus low AI-enabled responsible luxury adaptation. Study 2 used a three-wave time-lagged survey (N = 300) to examine mediation, moderation and moderated mediation effects. Findings Across both studies, AI-enabled responsible luxury adaptation positively influenced consumer-based brand resilience. AI-mediated consumer value reframing partially mediated this relationship by shifting luxury evaluation toward authenticity, craftsmanship, responsibility and enduring worth. The indirect effect was stronger at higher levels of modern luxury orientation and sustainability signaling authenticity. Originality/value This study positions AI-enabled responsible luxury adaptation as a resilience-building brand capability rather than merely a service-enhancement tool. It identifies AI-mediated consumer value reframing as the mechanism linking adaptation to resilience and demonstrates that this process depends on consumers’ modern luxury orientation and perceived sustainability signaling authenticity. The findings integrate AI-enabled personalization, service continuity, traceability and responsibility-linked practices within a unified luxury-brand management framework.