This exercise immerses participants in the innovative intersection of artificial intelligence (AI) and luxury branding. Set in the competitive perfume industry, participants assume the role of entrepreneurs tasked with launching a new luxury perfume brand. They must establish a brand identity, analyze market data, design a product, and develop a marketing campaign, all while leveraging generative AI tools. The case challenges participants to think creatively and strategically, confronting the complexities of combining luxury with sustainability and innovation. Through this scenario, they will explore how AI-driven insights can shape decision-making in an evolving marketplace.
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