When AI feels more human than humans

A few weeks ago, I experienced something remarkable. It was not in a boutique or a luxury hotel. It happened while I was trying to fix a problem with my Oura ring. What I expected to be a frustrating, time-consuming service request turned into one of the most seamless and inspiring client experiences I’ve had in years. And it was powered entirely by artificial intelligence. About a year ago, I bought my Oura ring to track sleep, recovery, and daily biometrics. For months, it worked perfectly. Then suddenly, the battery life collapsed. Instead of five or six days on a charge, it barely lasted a day. Sometimes it stopped recording data entirely. I was dreading the process of reaching out for support. I pictured long wait times, complicated forms, and scripted responses. Instead, what followed was a masterclass in how AI can elevate a brand experience to a level that feels truly luxurious. Oura: A case study on smart, seamless AI solutions I went to Oura’s website and opened the chat. The chatbot was transparent from the beginning. It said it would first try to solve my problem automatically and that a human could step in later if needed. I explained the issue, and within seconds it asked for permission to access my account. I agreed, received an email to confirm access, and clicked the link. Ten seconds later, the chatbot returned with a simple message: I was eligible for a replacement ring. It asked to confirm my shipping address. I replied yes. Two days later, the new ring arrived at my house. No forms, no waiting, no escalation. The entire process took less than two minutes. This was by far the easiest, fastest, and most frictionless customer service interaction I’ve ever had with any company. It was a moment of technological empathy. The AI was not designed to impress. It was designed to understand, decide, and act. That combination of speed, intelligence, and anticipation felt effortless. And in luxury, effortlessness is the highest expression of value. Google: The cost of disconnected customer care The contrast became even clearer when, at the same time, I dealt with Google’s customer service. Given Google’s focus on AI, I expected something similar. I had received an email offering discounted replacements for my Nest thermostats since Google decided to end support for older models. I followed the link, added the new devices to my cart, and quickly discovered a limit of three. Since I needed four, I reached out to support. At first, everything seemed promising. A human agent confirmed that I was eligible for a fourth unit. That was over a month ago. Since then, I have spoken to several representatives, received conflicting instructions, and still do not have a solution. The process has been endless, anonymous, and slow. All communication is by email; sometimes it takes days to receive an answer. Each new email adds more complexity. I am asked to repeat the same information over and over again. There is no ownership, no clarity, and certainly no sense of care. Both interactions reveal a truth that goes far beyond technology. The feeling of luxury is not defined by price. It is defined by how a client feels during and after an experience. Over the years, I have led extensive research with thousands of luxury clients, and the findings are consistent. The best experiences make people feel valued. The worst make them feel devalued. It’s that simple. What Oura delivered was a feeling of being seen and respected. The company trusted its data, empowered its system to make decisions, and solved the issue without friction. It respected my time. It anticipated my need. It restored confidence instantly. The technology was invisible and efficient, yet the value was undeniable. What Google delivers is the opposite. The process is bureaucratic, distant, and disconnected. It demands more from me at every step without offering clarity or resolution. The entire experience lacks empathy and client-centricity. Even worse, Google does not respect my time. Luxury’s AI opportunity: Amplifying human connection AI is not a threat to luxury. If done correctly, it is an incredible opportunity. When used with empathy and precision, focused on solving client issues, it can amplify the human aspect of the brand rather than replace it. It can make interactions smoother, faster, and dramatically more personal. The essence of luxury is simplicity and care. AI can deliver both at scale when designed around the client, not the company’s processes. A frictionless experience communicates confidence. It says, “We value your time. We understand who you are. We will take care of it.” That is luxury. When technology makes a client feel that the brand knows them and acts immediately in their interest, it becomes an extension of trust. I often describe luxury as pure emotion wrapped in perfection. In this case, the perfection came from an algorithm that made me feel humanly understood. That is the paradox of modern luxury: the most advanced technology can make a brand feel the most personal. The question for every luxury leader is no longer whether to use AI. It is how to use it intelligently so that it delivers extreme value for the clients. Will it add friction or remove it? Will it devalue or elevate the client’s emotion? The brands that answer these questions wisely will set a new benchmark for what true luxury feels like. Luxury has always been about creating extreme value. Now, AI can help brands deliver it in ways that were once unimaginable. The opportunity is here. Are you ready? This is an opinion piece by Daniel Langer, CEO of Équité, recognized as one of the “Global Top Five Luxury Key Opinion Leaders,” and advisor to some of the most iconic luxury brands in the world. He serves as an executive professor of luxury strategy and pricing at Pepperdine University in Malibu and as a professor of luxury at NYU, New York. Daniel has authored best-selling books on luxury management in English and Chinese, and is a respected global keynote speaker. Daniel conducts in-person masterclasses on various luxury topics across the world. As a luxury expert featured on Bloomberg TV, Forbes, The Economist, and others, Daniel holds an MBA and a Ph.D. in luxury management and has received education from Harvard Business School. Sign up for his online luxury masterclasses at the Jing Academy.

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When AI feels more human than humans