AI is playing an increasingly central role in shaping how companies engage with customers, but many of the most impactful innovations are designed to operate quietly in the background, according to executives from Louis Vuitton, Verizon and Adobe. For Louis Vuitton, the use of AI in stores is focused on supporting client advisors — representatives that engage with, sell to and develop relationships with customers. Laura Krittian, the luxury brand’s vice president of global retail excellence and development, said AI helps advisors identify which clients to contact, what to say and when to reach out. The French retailer is piloting a program that uses generative AI to create bespoke “thank you” messages with a tone tailored to each client’s preferences and profile while staying true to the Louis Vuitton brand and culture. Verizon Chief Digital Officer Kris Narayanan said the telecom giant is investing in AI-driven tools that empower service and sales reps by streamlining workflows and making relevant customer insights available in real time. For instance, Verizon now uses sentiment analysis — drawing on data from calls and digital interactions — to display red, yellow or green indicators of a customer’s emotional state. This helps reps adjust their approach and avoid missteps. Verizon, meanwhile, focuses on reducing cognitive load and designing tools that are easy to adopt without extensive training. Narayanan said Verizon is testing systems that allow customers to manage tasks like billing and account changes through simple voice or search commands — and eventually, AI agents may be able to anticipate and act on customer needs without explicit prompts. At Adobe, AI is being used to dramatically accelerate the pace of marketing campaigns and personalize customer journeys. Rachel Thornton, CMO of Adobe’s enterprise division, described how AI tools embedded in Adobe products allow marketers to conduct segmentation, testing and content generation in days rather than weeks. Adobe’s agentic AI platform, Brand Concierge, is another example of how companies are aiming to make digital interactions more conversational and tailored. Modeled after a luxury hotel concierge, the AI assistant is designed to guide users through personalized journeys, helping them find what they need with minimal friction.