Luxury & Fashion in the Age of AI Search: When Fast Fashion and Sportswear Outrank Heritage Houses

Generative AI is reshaping how consumers discover and talk about fashion.

The new AIVO 100™ — Luxury & Fashion ranking examines how AI assistants such as ChatGPT, Gemini, and Perplexity recall and recommend fashion and luxury brands. The results show a shifting balance of influence: heritage maisons remain visible, but digital-first challengers are capturing attention once reserved for icons of luxury.

Luxury in the AI Age

• Louis Vuitton (88) — Still the leader, consistently tied to heritage and monograms, though rarely surfaced for innovation.
• Gucci (85) — Strong creative presence, but generative AI increasingly frames it as heritage rather than avant-garde.
• Chanel (84) — Highly visible in couture and fragrance queries, though limited digital momentum leaves growth potential.

Challengers on the Rise

• Nike (87) — Crossing the boundary between sportswear and luxury, appearing in style-forward and collab-related prompts.
• Shein (82) — Digital scale alone pushes it into AI answers — despite sustainability and reputational concerns.
• Direct-to-consumer brands — Aggressive content strategies make them disproportionately likely to surface in everyday fashion prompts.

The Governance Imperative
For established luxury houses, AI visibility is no longer just a marketing concern. If generative AI is the new storefront, invisibility equates to lost equity and lost share. Meanwhile, challengers with agile digital strategies are exploiting the shift to punch above their weight.

👉 Full AIVO 100™ Luxury & Fashion analysis here: https://aivostandard.org/aivo-100/