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SONAR|HES-SO

SONAR|HES-SO regroupe les travaux de bachelor et master diffusables de plusieurs écoles de la HES-SO. Consultez cette page pour le détails.

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BT_BIKUMA_Patricia_2024.pdf
Bachelor thesis

A study on the use of artificial intelligence as a tool for multisensorial branding in the Swiss luxury watch industry

  • Genève : Haute école de gestion de Genève

51 p.

Bachelor of Science HES-SO in International Business Management: Haute école de gestion de Genève, 2024

English The aim of this thesis is to explore the role artificial intelligence can play especially towards multisensorial branding within the Swiss luxury watch industry. This research investigates the current use of AI, its potential to transform customer experiences, and how it may align with the industry’s core values of craftsmanship and tradition. The study focuses on both quantitative and qualitative measures, including technological aspects, marketing strategies, and to a degree consumer behavior. By examining these areas, the study aims to highlight the benefits and challenges of AI adoption in the Swiss luxury watch sector. The findings assess the insights attempting to confirm the postulate that AI can create deeper emotional connections with consumers by engaging multiple senses, thus enhancing brand experiences.
Key topics include the reluctance of the Swiss luxury watch industry to fully embrace AI, the speed of the sector's response to this technological shift, and whether AI is seen as a threat or an opportunity for long-term growth. The research also delves into the brand image and strategy of Swiss watchmakers, assessing how consumer loyalty and perceived value have been affected by AI innovations. Primary and secondary data sources shed light on the motives and incentives of luxury watchmakers in the context of AI integration.
The findings indicate varying degrees of AI adoption among companies in the industry. That reflects each brand's strategy and market positioning and also highlights the industry players' heterogeneous approach to AI integration. On the other hand, the research process faced some limitations in primary data collection due to the novelty of AI integration within the industry.
Language
  • English
Classification
Economics
Notes
  • Haute école de gestion Genève
  • International Business Management
  • hesso:hegge
Persistent URL
https://sonar.ch/hesso/documents/330898
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