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The Journal

Notes from the practice.

Written from the inside. Honest, specific, and saying things no one else in the industry is saying.

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Two to three issues per quarter
The Latest Piece Issue 02 · Published June 2026
The DOURO Journal No. 02
The productivity trap.
Why AI is solving the wrong problem for luxury
June 2026 Four-minute read
Just published

The productivity trap.

Why AI is solving the wrong problem for luxury.

Almost every AI tool is sold on the same promise: productivity. More, faster, across more channels, for less. The promise is mathematically correct — and structurally wrong for luxury, the one category that is paid not for the volume of its communication but for the rarity of it.

Issue No. 02
Published June 2026
Reading Four minutes
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From the Archive Every issue, in order
No. 01

Almost, but not quite.

The opening sentences of two of London's newest luxury hotels are, word for word, the same. Neither director chose it. Neither noticed. This is what AI failure in luxury actually looks like — not the campaign disaster, but the quiet erosion of voice and judgement.

Issue 01 May 2026
Five-minute read

The Journal is written at considered intervals.

A new piece is published roughly each month. The subjects are decided inside the practice — what is being seen in the work, what nobody else in the industry is yet saying.

Jul 2026 Forthcoming · No. 03
Aug 2026 Forthcoming · No. 04
Sep 2026 Forthcoming · No. 05
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