The Modern People Leader: Forward-Thinking HR 262 - LVMH CHRO on Culture & AI: Gena Smith (CHRO, LVMH North America)
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Oct 14, 2025 Gena Smith, the CHRO of LVMH North America, boasts extensive experience in HR transformation across luxury brands. In this discussion, she highlights her role in spearheading LVMH’s AI transformation across 75 brands. Gena emphasizes the need for HR to lead in AI change management, reframing AI as a cultural advantage. She discusses overcoming employee reluctance toward AI and advocates for upskilling as essential for future-proofing careers. Her insights on creating internal narratives and normalizing AI adoption are both inspiring and actionable.
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Greece Sparked A Career In People
- Gena's HR passion began after a formative study-abroad job in Crete that sparked cultural curiosity.
- That experience led her from international education to executive recruitment and ultimately LVMH.
Decentralize To Preserve Brand Identity
- LVMH preserves brand uniqueness through decentralization while maintaining shared core values.
- The group balances empowerment and a common cultural framework to scale across maisons.
Shared Values Bind Diverse Brands
- LVMH's shared values (creativity, entrepreneurship, excellence, giving back) bind diverse maisons.
- Shared values allow autonomy while creating a coherent corporate ecosystem.