Italian luxury fashion brand, Brunello Cucinelli has presented its new e-commerce platform, marking a significant step in the brand’s digital evolution through the integration of artificial intelligence. The platform is designed to offer visitors an immersive and personalised online experience while remaining fully aligned with the humanistic values long associated with the Maison of Solomeo.
The project builds on ‘Brunello Cucinelli AI’, launched just over a year ago, and is inspired by what the Umbrian designer describes as ‘Human Artificial Intelligence’. The new platform has been developed using ‘Callimacus’, a proprietary system created by Solomei AI, the company’s in-house research centre dedicated to exploring the creative, scientific and technological potential of AI.
Unlike conventional e-commerce models based on static pages and predefined user journeys, Callimacus enables a dynamic digital environment that interprets and follows each user’s intent in real time. This allows the platform to deliver tailored, fluid and engaging experiences, adapting continuously to how individual visitors explore the brand’s collections.
“For years we envisioned a new e-commerce platform, combining our desire to welcome our esteemed ‘online guests’ with the most promising technological innovations, and our own way of thinking—in the belief that artificial intelligence must remain deeply human. Today the ideas behind ‘Callimacus’, the name of the platform, appear very promising, enabling personalised experiences that place each of us—our uniqueness and way of exploring—at the centre. From this arose our new project: a new e-commerce platform, able to welcome, listen to, and understand every visitor,” Brunello Cucinelli said in a LinkedIn post.
