The Drum Awards Festival - Official Deadline

-d -h -min -sec

Artificial Intelligence ChatGPT Marketing

ChatGPT and luxury marketing: How to leverage AI tools for premium brands

By Ilze du Toit, Senior SEO Content Specialist



The Drum Network article

This content is produced by The Drum Network, a paid-for membership club for CEOs and their agencies who want to share their expertise and grow their business.

Find out more

December 22, 2023 | 7 min read

Ilze DuToit of agency Relevance digs into the opportunities and challenges of emerging generative AI technology in the luxury marketing industry.

An abstract represtentation of streaming lights

How can luxury brands use ChatGPT? / Joshua Sortino via Unsplash

In the sprawling digital marketing landscape, a silent revolution has been brewing, a transformation propelled by the seamless integration of artificial intelligence (AI).

Over the last few years, luxury digital marketing has seen a fusion between traditional marketing tactics and artificial intelligence. Screens have become the battleground, and audience attention is the ultimate currency. AI tools like ChatGPT are still in their elementary phases. Over the next few years, experts expect these tools to evolve further and produce more sophisticated, human-like responses.

Getting to know ChatGPT

When prompted, ChatGPT describes itself in layman's terms as “a really smart computer friend that knows a lot of things because it's been taught from tons of books, websites, and conversations.” This “really smart computer friend” has taken the world by storm, leaving no sector untouched.

It’s an advanced AI model designed to comprehend and generate human-like text based on the input it receives. Its underlying technology, known as natural language processing, enables it to understand the context, meaning, and nuances of human language.

ChatGPT dissects inputs and prompts from users to comprehend their meaning, context, and nuances. It then leverages its ‘learned’ knowledge to generate a coherent, contextually appropriate response. This natural language processing technology learns patterns and structures in language by processing enormous amounts of text data. It examines sequences of words to understand how language is used, the relationships between words, and the context in which they appear.

But how can luxury marketers leverage this technology?

1. Versatility

As luxury consumer demands increase, providing personalized content is becoming an essential requirement. With ever-changing audiences and user demographics, tools like ChatGPT can be fine-tuned to produce content that appeals to, say, teenagers and then rewritten to appeal to ultra-high-net-worth women within a few moments.

With the right prompts, AI-generated content topics and phrases can also be tailored to illustrate a luxury brand’s tone and style, updating this according to preferences, emerging values, objectives, and unique selling points.

2. Efficiency

Marketers who find themselves marketing luxury brands and exclusive products know that efficiency and productivity are vital. Streamlining workflow processes and day-to-day marketing tasks has been a driving force behind AI technology. ChatGPT can help with the wording of emails and ad copy, while also providing guiding timelines for social media content calendars.

3. Social media marketing

ChatGPT can help create social media content by providing caption ideas and copy to accompany posts. Many marketers and social media managers refer to ChatGPT to generate engaging responses to comments and even rely on AI-generated content calendars tailored toward a specific goal and audience.

4. Copy for paid advertising

ChatGPT can be a valuable resource for generating new ideas for advertising copy. It can also assist in creating clear, actionable, and persuasive calls-to-action, to prompt a target audience to take the desired action.

Suggested newsletters for you

Daily Briefing


Catch up on the most important stories of the day, curated by our editorial team.

Ads of the Week


See the best ads of the last week - all in one place.

The Drum Insider

Once a month

Learn how to pitch to our editors and get published on The Drum.

Challenges that ChatGPT presents for luxury marketers

Most people working with content fear that AI will replace their professional role very shortly. But over the course of 2023, ChatGPT has proven that it comes with its own challenges.

Google has explicitly stated that it doesn’t want the search results it presents to be plagued by robotic content creators. This could be one of the major drawbacks of AI tools in digital marketing as this could be a penalizing factor in search engine optimization (SEO) rankings.

Google’s EEAT (experience, expertise, authority and trustworthiness) guidelines are among the most prominent content ranking factors. While ChatGPT can produce content by amalgamating existing text from other sources and relying on its existing database, this content isn’t necessarily unique or error-free. Real-life experience is also an important ranking factor for search engines, and ChatGPT cannot add relevant content demonstrating experience in the form of testimonials and social proof.

ChatGPT-generated content could also be potentially hazardous in the hands of individuals with no copywriting background. Luxury audiences respond poorly to overly embellished wording or repetitive language. As ChatGPT is still developing, content must be proofed, edited and fact-checked by experienced professionals. This is particularly relevant to the luxury marketing industry, whose audiences require delicately worded ad copy and unique content. More than ever, luxury marketing requires the human touch to demonstrate the exclusivity and prestige of luxury businesses, their products and services.

Lastly, ChatGPT’s output is only as good as its inputs. To create high-quality content about a topic, prompts must be specific, detailed, and concise and include examples where possible. Regarding luxury, marketers still need to do their own research and be familiar with the topic and industry at hand.

Artificial Intelligence ChatGPT Marketing

Content by The Drum Network member:


Relevance is a strategic and creative digital marketing agency specialising in profiling and targeting Ultra-High-Net-Worth-Individuals for the world's most exclusive...

Find out more

More from Artificial Intelligence

View all


Industry insights

View all
Add your own content +