Yves specialized in strategy and brand development and has supported players in luxury, fashion, beauty, and hospitality for nearly twenty years. Holding an MBA from the Kellogg School of Management at Northwestern University, where he contributed to creating a course dedicated to luxury marketing, he also lectures at the Indian School of Business and ESSEC Business School – IMHI.

Since 2025, he has served as Operating Partner at Sia, working on strategic transformations related particularly to data and artificial intelligence in the luxury universe. He is also one of the European ambassadors for the Maybach Ocean Club, a new exclusive private club concept in the Mercedes-Maybach ecosystem. He is the author of Le luxe demain (2019) and Le luxe contre-attaque (2022), published by Dunod.

Will artificial intelligence transform luxury, or simply reveal what it must preserve to remain desirable?

This is the thesis defended by Yves Hanania in his third book published by Dunod. By multiplying offerings, products, and messages, certain houses have risked diluting the very foundation of their strength: coherence, rarity, and desirability. AI did not create this vulnerability, but it accelerates it and makes it more visible.

At the heart of the book is a concept: the “abundance of intelligence”. For the first time, analyzing, anticipating, and personalizing become accessible to everyone almost without limit — a paradox for a sector built on rarity. The more abundant artificial intelligence becomes, the more strategic human intelligence becomes.