The luxury goods market is worth €224 billion, so it’s no surprise that when it comes to change, many top-tier brands see no point in fixing something that doesn’t seem broken. But has a conservative approach to brand messaging grown stale? And how does luxury fit into a world of tweets and likes?

Ford has become the first car manufacturer to integrate Amazon’s Alexa, introducing a digital assistant that can control functions of the driver’s car and aspects of their home through voice alone. Yet while it may stop them staring at screens, do people really want to chat to their motor?

Do you know how to cook a lasagna? Can you curate a workout? For those with an Amazon Echo, saying the right words can lead to learning in no time. With Amazon’s AI assistant Alexa now knowing over 12,000 skills, self-improvement is available on-demand.

High-end booze is a booming business; the luxury spirits market is forecast to grow to £525 million by 2020. Hoping to tap into a burgeoning population of alcohol snobs, Clos19 is an online marketplace specialising in luxury beverages and exclusively curated experiences.