94% of consumers believe AI can enhance the luxury shopping experience
Quality, heritage and experience remain central to luxury, while artificial intelligence, resale and new consumption models create opportunities for brands.
Material quality, brand heritage and craftsmanship remain the main factors influencing purchasing decisions in the global luxury market. At the same time, artificial intelligence (AI), resale and growing demand for new experiences are creating new opportunities for luxury brands.
These are among the main findings of the EY Luxury Client Index 2026, presented on September 15 at Porto Business School during Luxury Market: Global Trends and Consumer Insights, an event jointly organized by EY and Porto Business School.
Based on a survey of 1,631 luxury consumers across 11 global markets, conducted between February and March 2026, the study portrays an industry in transformation, shaped by increasingly selective consumers and continued economic and geopolitical uncertainty.
Following the slowdown recorded in 2024 and an uneven stabilization in 2025, luxury brands face the challenge of identifying new sources of growth without compromising the attributes that have traditionally underpinned the sector’s value.
Among these attributes, material quality remains the most important purchase driver, cited by 65% of consumers, followed by brand heritage or legacy at 52% and craftsmanship at 50%.
Trust and authenticity also continue to favor brands’ own channels, with 49% of consumers purchasing predominantly through brands’ physical stores or e-commerce platforms.
Physical stores remain central in an increasingly digital market
Despite the growing role of digital technologies, the physical experience continues to play a decisive role in the luxury purchasing journey.
According to the study, 71% of consumers complete their final purchase in a physical store. Stores also record the highest satisfaction levels, with 67% of consumers saying they are extremely satisfied with the experience.
Personalized service, human interaction and styling advice are among the elements consumers value most in these environments.
At the same time, consumers show considerable openness to new technologies. 94% believe artificial intelligence can enhance the shopping experience, while 57% consider AI-powered tools particularly appealing.
However, adoption is not unconditional. 72% of consumers express concerns about data privacy, while another 72% are concerned about the loss of human interaction.
The findings therefore highlight the need for brands to balance personalization and technological innovation with trust and human connection.
Resale and experiences create new opportunities
The EY Luxury Client Index 2026 also identifies a shift in consumer attitudes towards the resale market.
62% of aspirational luxury clients are willing to purchase pre-owned, authenticated luxury products directly from brands, rising to 87% among consumers in the highest-income segment.
Brand-led authentication could therefore offer an opportunity to respond both to changing consumption patterns and to continued demand for authenticity.
Among respondents, 46% say that an official brand offering of authenticated pre-owned products would increase their likelihood of purchasing, rising to 53% among Gen Z consumers.
Experiences represent another potential source of growth. 73% of consumers are willing to pay for exclusive experiences, while 75% say access to these experiences would make them more likely to purchase from the brand again.
Interest is even higher among younger consumers, with 79% of Gen Z and Millennials willing to pay for exclusive experiences.
Subscription models are also gaining traction. 63% of consumers would consider paying for a luxury subscription, particularly in exchange for exclusive access to products and launches, greater personalization and VIP experiences.
Preparing leaders for a changing luxury market
The presentation of the EY Luxury Client Index 2026 featured Hermano Rodrigues from EY and António Paraíso from Porto Business School, followed by a discussion with representatives from Torel, Sogrape, The Yeatman and Exponor/AEP on the future of the sector.
The event highlighted the importance of preparing professionals and business leaders for an industry undergoing significant transformation, driven by evolving consumer expectations, technology and new models of value creation.
The session also provided the context for the presentation of the new edition of Leading the Luxury Business, Porto Business School’s advanced program starting on October 19.
As technology, experiences and new consumption models reshape the relationship between brands and consumers, quality, authenticity and the ability to build meaningful relationships remain central to the future of luxury.
Read the EY Luxury Client Index 2026 here.