This chapter examines the critical role of artificial intelligence (AI) chatbots in luxury fashion retail, focussing on how these technologies are transforming the customer experience by offering personalised, real-time interactions that could potentially replicate in-store experiences. The importance of this issue lies in the unique challenges luxury brands face in integrating technology without losing their core values of exclusivity and emotional engagement. As the luxury market increasingly shifts to online platforms, AI chatbots have become essential tools for maintaining high-touch, personalised customer interactions, but the body of research on this subject, especially in a luxury context, remains limited. The chapter underscores the need for further exploration into how AI chatbots can deepen emotional engagement, adapt to diverse cultural contexts, and address growing concerns around sustainability and ethical AI in terms of privacy. By synthesising existing literature, this chapter emphasises the urgency for luxury brands to innovate through AI while preserving their heritage, ultimately suggesting that AI chatbots can bridge the gap between digital efficiency and the emotional resonance required in luxury brand experience. Followed by a proposed future research agenda, this chapter makes a valuable foundation for academics and practitioners seeking to navigate the complexities of digital transformation in the luxury sector.