ChatGPT demonstrates strong technical capabilities in content creation but requires extensive refinement to meet established luxury brand standards. While adaptable across formats, it lacks the cultural sensitivity, historical context, and heritage nuance that define elite communications. Its generalist approach produces competent but mechanical narratives that miss the emotional richness and editorial precision luxury audiences expect. ChatGPT serves as a versatile foundation but demands significant curation and expertise to transform outputs into luxury-grade content suitable for heritage brand positioning.