The luxury market, traditionally dominated by craftsmanship and exclusivity, is undergoing a transformation driven by digital technologies, particularly artificial intelligence (AI). Recent developments show a significant convergence between luxury and AI, illustrated by the rise of brands like Hermès and Mistral AI in the BrandZ France 2026 ranking. This dynamic offers new opportunities for SMEs and micro-enterprises, particularly in craftsmanship, which can now access prestigious markets thanks to AI.