From safeguarding intellectual property to securing their own use of artificial intelligence, the fashion industry is still finding its feet with AI. Unsurprisingly, the topic took centre stage at the Assises Juridiques de la Mode, du Luxe et du Design, held in Paris on December 9 and organised by Lexposia.

"In 2024, we submitted 2.5 million reports of counterfeit content to platforms," explained Nicolas Lambert , LVMH ’s director of online brand protection. "That’s nothing new, but AI has made it increasingly easy to generate infringing content. At the moment, for example, we’re seeing a proliferation of online ads for counterfeit Advent calendars from Sephora , Dior and other group brands."

Alexandre Menais, general counsel for the L'Oréal group, was also on hand to bear witn

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