Brunello Cucinelli has released a new website, separate from its e-commerce site, powered by generative AI. The platform invites consumers to scroll their way through a series of different backdrops to discover immersive drawings, vignettes on Cucinelli’s life, and more. Visitors can also interact with Solomei AI, a bespoke machine-learning service which can answer questions related to the brand and designer. The new website has more presentation purposes rather than a new e-commerce tool.
The new website was unveiled at Milan’s Piccolo Teatro on Tuesday after the brand teased its investment in AI in May. The label joins a growing roster of high-end labels tapping AI to win over luxury’s 1%. Zegna rolled out its in-store personal assistant service, powered by machine-learning, in April. Available on an appointment-only basis, the 3D configurator tool can draw up 49 billion potential outfit combinations for customers. Loro Piana is also using AI to enable consumers to design their own styles.
“We wanted to create a new generation of website that leverages human intelligence with the help of AI. We looked at the way in which traditional sites were constructed, with pages, indexes, menus, instructions for use, etc., which we removed in order to design something totally different and innovative, with a site that allows content to be freed up,” explained Francesco Bottigliero, Chief of Humanistic Technology at Brunello Cucinelli and Foro delle Arti, the holding company that controls the group and the new company Solomei AI.
The site opens with a home page illustrated with a drawing of the Dioscuri, symbols of protection in Greek mythology, “who supervise the interaction between Internet users and the site, ensuring that exchanges remain focused on Brunello Cucinelli and his thinking.” So, for example, the system easily tells us the age of the entrepreneur, his role, the number of employees or his turnover. But if you ask it how much it expects to sell in China in 2023, the machine kindly replies that “we are here to explore and share aspects related to our philosophy, the life of Brunello and the company.”
The next stage involves the group’s e-commerce site. The company is planning a new e-shop based on AI. “Knowing that 60-70% of people who come to buy in shop show up with an image retrieved from the web, AI should help us in this area by giving us a big advantage in sales,” concludes Brunello Cucinelli.

Brunello Cucinelli launches new website powered by generative AI
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