Premium-end sustainability specialist Positive Luxury has partnered with artificial intelligence (AI)-powered ESG solutions provider Briink “to transform how luxury brands approach ESG assessments and reporting”.

This collaboration aims to deliver innovative tools tailored to the unique challenges of the luxury sector, they said.

“As the demand for transparent and robust ESG data continues to grow, the luxury sector faces increasing pressure to demonstrate its commitment to sustainability. Through this partnership, [we] will empower brands with the tools to meet these challenges effectively, enhancing their ability to collect, analyse, and act on ESG data with precision and efficiency”.

The partnership centres on leveraging Briink’s AI-driven platform to streamline the assessment process for Positive Luxury’s Butterfly Mark, a globally recognised certification awarded to luxury brands excelling in sustainability. By integrating AI into the assessment framework, the process will be “faster, more accurate, and scalable across the luxury ecosystem”.

Amy Nelson-Bennett, CEO of Positive Luxury, said: “Our partnership… allows [us] to verify standards without compromise, improving efficiency and enabling our experts to reallocate more of their time to helping clients with critical activities – such as developing more climate-resilient business practices. We also have a strong belief that information should be open, and that luxury should be leading the charge; leveraging AI rewards those businesses who publicly disclose their ESG data and practice. I am excited about how this partnership can further develop and help power the luxury industry to drive real change.”

Tomas van der Heijden, co-founder and CEO of Briink, added: “Positive Luxury exemplifies what it means to lead with transparency and excellence in sustainability. This partnership is especially meaningful because we designed our AI tools for exactly this type of collaboration – supporting organisations that are certifying sustainability disclosures with a strong focus on quality and integrity. By working together, we’re not only streamlining ESG assessments but also empowering Positive Luxury’s experts to spend more time on the strategic, transformative work that truly makes an impact. It’s a privilege to partner with such a forward-thinking team and help shape the future of sustainability in luxury. ”