Diego Della Valle (Tod's) defiende la "inteligencia artesanal" frente a la IA

Italian entrepreneur Diego Della Valle, president and CEO of Tod s, expressed strong support for artisanal intelligence amid growing concerns about artificial intelligence (AI) replacing human jobs in the luxury sector. Speaking at the EXPANSION Luxury Forum, attended by Cercle Fortuny, Fuera de Serie, and other sponsors including Puig, Santander, DILS LucasFox, Radisson Hotel Group, and McKinsey & Company, Della Valle urged the luxury industry not to let AI homogenize businesses.

He warned that AI, often hailed as a magic bullet for efficiency, is actually a tool that could potentially make all companies identical, which is not desirable. Della Valle proposed instead to embrace the concept of "artificial intelligence" to maintain the unique essence of brands. He cautioned that mass layoffs and cuts, commonly seen in financial markets during crises, are detrimental and urged entrepreneurs to prioritize building rather than destroying.

Della Valle highlighted the importance of protecting young talent and older workers who may struggle to find new jobs if they are let go. He stressed that the luxury sector, which accounts for around 5% of Europe's gross domestic product (GDP) and about 10% of its exports, relies heavily on thousands of artisanal workshops. Without the support of these craftsmen, he argued, the luxury industry would not have achieved anything.

The entrepreneur also pointed out that luxury companies have become media companies where the key to success is no longer just product excellence but the ability to craft compelling stories or "storytelling" in a saturated market. While acknowledging that modern technology allows for rapid product viralization and sale in just twenty minutes, Della Valle cautioned that extreme immediacy can weaken reputation and desire, factors critical to the luxury industry's survival.