This article examines the evolution of personalization in the luxury services industry for high-net-worth individuals (HNWI). The aim of the study is to substantiate a conceptual model of curatorial service, which resolves the contradiction between the scalable precision of algorithmic personalization and the VIP requirement for exclusivity. Methodologically, the research employs a systematic literature review and a quasi-experimental analysis of marketing campaigns and events (N=122), utilizing Difference-in-Differences (DiD) and comparative analysis. The results indicate that the shift from reactive concierge services to proactive curatorial service is enabled by aligning deep psychographic profiling with Affective Computing (Emotion AI). The proposed "Superhuman Advisor" framework demonstrates how AI amplifies human expertise to construct emotionally resonant experiences. Thus a hybrid human–machine configuration significantly outperforms traditional models in ROI and engagement metrics, proving most effective for building long-term loyalty among the new generation of HNWI.
Anastasiia Malkina (2025) studied this question.