I audit and steward how luxury Maisons appear inside conversational AI, where your clients now ask their questions.
The central finding: Maisons revered by the models, yet under-surfaced at the moment of recommendation.
The Augmented Maison is an independent advisory firm based in Paris, devoted to a single question: what artificial intelligence says about luxury brands, and what Maisons can do about it. Sébastien Pagès works here as a consultant in AI and digital transformation, after sixteen years inside the Maisons — Dior Couture, Christie's, Vilebrequin, Diptyque Paris — rather than from an agency.
How ChatGPT, Claude, Gemini and Perplexity describe, recommend — or distort — your Maison. Five models queried, six dimensions measured, every claim verified. A 30-to-40-page report built to circulate at Executive Committee, a 90-minute readout, and a prioritised 90-day remediation roadmap.
See the audit's scopeBeyond the AI narrative: a full audit of the digital operating model — commerce, data, organisation, clienteling, brand sovereignty. Sixty-plus pages scoring 18 dimensions. The engagement that prepares a transformation, not one more report.
Explore the engagementThe proprietary infrastructure that continuously measures how AI models read your Maison, across the six dimensions that matter in luxury: heritage, desirability, savoir-faire, exclusivity, narrative authority, coherence. An audit gives you a photograph; AUGMA gives you the curve.
Explore AUGMAAll three rest on the same framework: six dimensions for reading luxury, forged inside the Maisons rather than around them. Read the method →
Sébastien Pagès led digital and e-commerce at Diptyque as Executive Director, sitting on the Executive Committee. Before that: Dior Couture, Christie's, Vilebrequin. The Augmented Maison and AUGMA extend that practice: advising Maisons from inside the métier, not from an agency.