The luxury market, traditionally rooted in craftsmanship and exclusivity, is undergoing transformation driven by digital technologies, particularly artificial intelligence (AI). Recent developments reveal 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, especially in craftsmanship, which can now access prestigious markets thanks to AI.