Alpic has joined La Maison des Startups LVMH, the accelerator LVMH runs at Station F in Paris. We are part of the Season 12 Pilot Program, in the Omnichannel & Retail track, where startups work with the Group’s Maisons on pilots that test solutions inside real business use cases before it scales.

The program offers coaching from LVMH experts, regular pitch sessions in front of the Maisons, and access to teams across the Group’s five sectors: Wines & Spirits, Fashion & Leather Goods, Perfumes & Cosmetics, Watches & Jewelry and Selective Retail. For Alpic, it is a chance to bring our work on agent-ready commerce to some of the most carefully run houses in the world.

Agents are becoming a front door to the house

People already ask ChatGPT and Claude what to buy, where to stay and what to gift. Personal agents extend that habit: they work on a client’s behalf, search catalogs, compare options, check availability and suggest products, often without the client ever opening the brand’s own website.

An agent does not see a homepage. It reads whatever data and tools a house has made available to it, and it recommends from what it can reach. A product range available only through a site’s search bar has no way into that conversation, and one that agents piece together from scraped pages gets described in whatever words they happen to find.

For a luxury house, desire has always taken shape upstream, in rooms the house controls, through the pace of its stories and the scarcity of its pieces. A block of text generated by an assistant puts that control at risk. Done well, the conversation ends by handing the client back to the boutique.

What Alpic brings to the Maisons

Alpic is the cloud platform for building, deploying and distributing MCP servers and ChatGPT apps. MCP, the Model Context Protocol, is the open standard that lets AI assistants and agents connect to a company’s data and services in a secure, structured way.

Two layers matter for a Maison. An MCP server gives agents controlled access to the information behind the house, such as inventory, collection stories, store details and client service, with the house deciding what is exposed and to whom. MCP Apps sit on top and bring the house into the conversation with a visual identity and a voice of its own, so a client asking an assistant for a gift idea meets its creations in the house’s own register, with real stock behind every piece and an invitation to the nearest boutique or a client advisor, instead of a plain list of links.

The same connection serves agents that act on their own, where no screen is involved. A personal agent can query the inventory, compare references and suggest the right piece, with the house’s rules applied each time. In both cases, the assistant works as an extension of the house’s own concierge service, answering at any hour and in any language, and memory that persists between conversations lets the client relationship compound with every exchange.

This work is already underway inside the Group: Louis Vuitton presented its ChatGPT app at VivaTech in June 2026, built in partnership with Alpic.

What comes next

Over the coming months, we will talk with more teams across the Maisons about where agents fit their clients’ journeys, from product discovery and recommendation to after-sales service, and shape pilots around the cases that make sense.

If you work at a house and are curious how your own collection looks to an agent, we are happy to show you.

“A luxury product is judged on its details, and agents can read details only if they’re accessible. We look forward to helping the Maisons decide exactly what an agent sees and says.”

Pierre-Louis Theron, co-founder and CEO of Alpic