Masterclass - AI-Driven Innovation: The New Frontier of Luxury and Customer Experience

Introduction

Date: 30 November 2026
Time: 12:00 PM (KSA time)
Emplacement: Online (MS Teams)
This Masterclass is organised by the Saudi French Business Council (CAFS).
It will be delivered by Excelia Business School.
It is open to everyone.
Participation is free of charge, and registration is mandatory.

Summary of Masterclass

In an era where ultra-luxury travellers expect unique levels of personalization, artificial intelligence is shifting from a technological advantage to a core strategic necessity. Anchored in recent scholarly research in the field – including Prof. Rovai research on AI in luxury in-store atmospherics, immersive Virtual Reality (VR) customer experiences – the masterclass explores how AI-driven innovation is redefining high-end hospitality and travel services. Attendees will discover how cutting-edge technology can seamlessly merge with human touch and emotional connection to elevate hyper-personalized service, streamline operations, and anticipate the needs of tomorrow’s discerning clientele but also challenge the status quo.

Provisional program

12:00 PM – 12:15 PM: Welcome & Keynote Introduction — The current state of luxury travel and the emergence of AI.
12:10 PM – 12:50 PM: Core Presentation by Dr. Serena Rovai,Professor of Luxury Brand Management and Chair of the Luxury BRaND Lab at Excelia Business School:
AI in High-End Customer Experience
Predictive personalization: Anticipating guest preferences before arrival.
AI-powered concierge services: Balancing automated efficiency with high-touch human care.
Operational excellence: Data-driven decision-making in luxury travel management.
Real-world examples of successful AI integration in ultra-luxury tourism.
12:50 PM – 01:00 PM: Interactive Q&A Session — Direct exchange with the speaker.

Biography of speaker

Dr. Serena Rovai is a Professor of Luxury Brand Management and Chair of the Luxury BRaND Lab at Excelia Business School, where she teaches luxury brand management and marketing. With over 25 years of international experience across academic leadership, executive roles, and strategy consulting, she brings deep expertise in consumer behavior, luxury brand management, and emerging technologies.

Dr. Rovai serves as an Visiting Professor at Stanford University, focusing on Made in Italy luxury brands and sustainability and other international institutions, teaching Luxury Hospitality and Sustainable Luxury Brand Management. She has spent over ten years working in Asia—collaborating with ministries, directing doctoral programs, and establishing academic initiatives in China. A prolific researcher and author, her published works include books such as Made in Italy and Luxury the Chinese Way (Springer), as well as articles in top-tier international journals including the Journal of Consumer Behaviour, Psychology & Marketing, Journal of Global Fashion Marketing, and Regional Studies. She also serves as an Associate Editor for the Journal of Consumer Behaviour and on the boards of major international conferences.