McKinsey said consumers are increasingly starting purchases through AI bots rather than directly through boutiques, websites, or social platforms. That shift could weaken the influence luxury brands traditionally held over discovery, service, and exclusivity. McKinsey estimated AI agents could influence $3tn to $5tn of global consumer goods spending by 2030, showing how fast shopping journeys may move away from brand-owned channels. McKinsey said luxury brands face broader questions over growth, customer ownership, and how to scale personalized service digitally. Luxury brands have long relied on tightly controlled environments - including boutiques, client advisers, and curated online experiences - to shape customer perception and reinforce exclusivity. But the sector is already facing pressure from rising customer expectations and uneven service quality, McKinsey said. Aspirational luxury consumers are becoming more selective, with some shifting spending toward experiences or delaying discretionary purchases.