As more customers turn to make use of digital platforms to search for information and make purchases, various industries have adapted to integrating chatbots into their digital platforms. However, the luxury brand industry has been reluctant to integrate chatbots due to the perception that chatbots would not offer the same level of personalisation as a human being and instead of offering chatbots, luxury brands are offering live-agent chats which could result in frustrated customers. The luxury brand industry focuses on the concept of exclusivity, personalisation and a focused approach to engagement when customers enter the luxury brand stores. Given the distance in digital platforms (i.e., online shopping) to the in-store experience, luxury brands have not invested enough in offering customers a seamless shopping experience. Instead, navigating through the digital platforms and waiting for agents to become available (live) to answer queries, has the potential to leave customers frustrated and increases the possibility of them not using digital platforms to make their purchases. Given the increased amount of customers shopping online and the shift towards the demand for information via digital platforms, shifting to offering a personalised online shopping experience cannot be ignored.