We’ve crossed the rubicon of artificial intelligence, and the world will never again be quite the same. Even in its infancy, the remarkable transformations that AI is bringing to almost all aspects of life are now undeniable, and individuals and businesses alike are scrambling to make sense of what a new dawn of digital innovation means for both the present and the future.
It’s a particularly fascinating subject to discuss when it comes to luxury industries and their HNW or UHNW clientele; after all, this is an area wherein the bespoke, the tailored and – above all – the personal touch has long been highly valued. Is there a happy medium between the efficiency of AI and the deeply human flourish of flawless customer service? Will automation continue to be associated with cost-cutting and the impersonal, cold mechanics of robotic convenience, or will the paradigm shift further to the point that AI becomes completely embedded and normalised?
To discuss these questions and more, UHNW Insights caught up with Iain Beaumont, Director of VUMO Digital – specialists in leading ecommerce, web design and branding with a commitment to crafting an exceptional online presence. From Iain’s perspective both in Oxfordshire and at the frontier of digital innovation and strategy, the future may be uncertain… but there’s plenty of light at the end of the tunnel.
What key changes to e-commerce have you seen affluent customers bring about in the past few years?
The noticeable difference that we’re seeing is a focus on quality and differentiation – a customer experience that goes beyond the mainstream approach of automation and, in some cases, apathy.
It is now cheaper and easier than ever to integrate artificial intelligence across all aspects of a digitally focused business, yet it’s clear that discerning customers are looking for personal engagement. This means seeking out brands who are able to connect with them directly via a human, and not through a bot.
Customer service is a prime example of where brands looking to attract more affluent customers can break the modern day approach of outsourced call centres, AI chatbots or email-only support. How? Simply by having an (human) expert available on the end of a phone.
The nuances of good service cannot be automated in the same way as financial operations or repetitive task management. As humans, we crave nothing more than to speak with someone who actually listens to and understands our needs.
How is VUMO Digital meeting this need?
Make no mistake – we offer a range of services to help businesses automate processes and create efficiencies. However, we also advise on areas where we feel a personal touch to drive customer loyalty outweighs any potential savings as a result of automation.
Have you noticed a significant generation gap when it comes to your clienteles’ needs?
We’ve not seen a significant change. However, we have noticed a real increase in clients – both young and old – coming to us in search of something more than just traditional digital services.
For VUMO Digital, it’s about providing the right advice and strategic guidance to clients who want to stand out in often crowded markets. In many instances we provide advice and solutions that result in us turning down potential projects in order to create a long-lasting relationship – one based on trust and a consultative approach.
Put simply, we don’t sell people something they don’t need; we advise on the solution that is best for a client. I think that is the reason why we’ve never had to advertise, as all our business comes directly through existing client referrals.
How is AI changing the personal shopping experience?
This is such a hot topic right now. To be honest, I’ve yet to see AI deliver a truly seamless experience on a brand’s website, as it relies heavily on algorithms that may not have sufficient data to make informed recommendations. This can be detrimental for luxury brands in particular, whose customers are less likely to accept poor recommendations or inappropriate suggestions.
However, the exciting change I’m seeing is the use of Large Language Models such as ChatGPT, Perplexity, Claude and Gemini to recommend products, services and experiences based on user prompts. As AI models start to understand more about us, the better they become at being able to identify the right products for our needs. The early stats are showing that product recommendations made by AI models have the potential to convert better than traditional digital advertising.
Coupled with the ability to purchase products directly within AI models (which we’re slowly starting to see roll out), the process will eventually become seamless.
Is AI the inevitable future of all aspects of e-commerce?
My take on all of this is that, whilst it is nothing less than remarkable that AI can effectively automate the entire buying experience, I wonder whether it will be able to deliver the same endorphin hit that we often get when making a purchase.
For those who already rely heavily on personal shoppers, PAs and subscription based services to take care of this, the impact will be less potent. However, for the rest of us, it may take some time to adjust.
Let’s focus on the positives. How is digital innovation helping brands thrive online?
It’s becoming simpler, that’s for certain.
What would have once taken a team of developers a month to crack can now be achieved in a much shorter period of time. That means it’s more accessible to more businesses and start-ups, and therefore the consumer benefits from better optimised online journeys and fewer barriers to navigate. It will come as no surprise that AI is the primary driver behind this change.
We’ve entered a whole new age for online business. What does good strategy look like in 2025?
AI can assist in so many different aspects of a business, but it is important for senior leadership teams to fully understand what the expected outcomes are, and how it could bring about both positive and negative effects.
Ultimately, artificial intelligence is now ubiquitous and it presents a massive opportunity for brands. However, my advice to any business looking to implement artificial intelligence as part of their playbook is to stop and ask themselves ‘why?’, or more importantly, why do they feel that a solution that is right for one company is right for them?
