AI as Novelty Strategic Management Tool for Future Digital Luxury Brand Events: Metaverse and NFTs Agenda 2030

Abstract

This study aims to develop a strict viewpoint of AI applied to Luxury Brand Events in digital platforms, as a strategic management tool, taking into account its emerging potential, advantages, and benefits in the future, identifying the main features and factors underlying digital platforms and tools that transform the new digital paradigm of the global luxury market, regarding its potential for sustainable Luxury Brand Events digital consumption. An exploratory qualitative methodology was applied, based on a systematic mapping study (SMS), both to analyze and to structure a broad research field concerning methods, designs, and research. The development, application, and use of AI in the context of digital Luxury Brand Events is still at an early stage, although it is already characterized as a new approach to exploring and achieving the ESG goals framework. In the future, accumulated data and empirical research to reinforce the robustness of the outcomes derived from this study will be needed. AI as a disruptive technology for digital Luxury Brand Events. Concerning the value, outcomes, and insights from this pioneering research could be useful for continuing and/or initiating further research and discussions on future AI and digital Luxury Brand Events.

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