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Challenges and barriers to adopting artificial intelligence for demand forecasting in the luxury industry: an empirical study

Author

Listed:
  • Dhaou Ghoul
  • Jérôme Verny
  • Ouail Oulmakki
  • Anas Iftikhar

Abstract

This paper presents a field study on the application of Artificial Intelligence (AI), particularly Machine Learning, in the luxury supply chain (SC) sector for demand forecasting. This study aims to identify the challenges and barriers that luxury companies face in adopting AI-based tools for demand planning. This study analyses the difficulties of demand forecasting in the luxury sector, thus providing a better understanding of the complexity of utilising AI tools in this industry. Additionally, it explores the potential of on-demand production as a solution to the challenges of sustainable development faced by the luxury sector. The methodology involved collecting data through qualitative interviews with demand planners in luxury companies. The findings shed light on the current state of demand planning in luxury companies and the challenges associated with adopting AI-based tools.

Suggested Citation

  • Dhaou Ghoul & Jérôme Verny & Ouail Oulmakki & Anas Iftikhar, 2026. "Challenges and barriers to adopting artificial intelligence for demand forecasting in the luxury industry: an empirical study," International Journal of Business Performance and Supply Chain Modelling, Inderscience Enterprises Ltd, vol. 16(3), pages 348-377.
    • Handle: RePEc:ids:ijbpsc:v:16:y:2026:i:3:p:348-377
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