Brunello Cucinelli has unveiled a new AI-powered website, BrunelloCucinelli.ai, developed over three years. This immersive platform guides users through the brand’s philosophy, offering AI-generated answers and related information through Solomei AI, the company’s bespoke tool.

Cucinelli explained the site’s design as a blend of handwork and AI, aiming for a seamless, tailored experience without traditional navigation menus. Peter Howarth of Show Media highlighted the site as an extension of Cucinelli’s strategy to create an engaging, narrative-driven presentation of the brand’s philosophy.

The brand hinted at its AI investment during a symposium in May attended by tech leaders like Michael Evans, Laurene Powell Jobs, and Reid Hoffman. Hoffman, who provided feedback on the new site, urged rapid deployment.

Brunello Cucinelli Embraces AI with Innovative New Website
Brunello Cucinelli are known for their luxurious Italian Leather sneakers.

Brunello Cucinelli emphasizes the human aspect of AI, describing it as “human artificial intelligence” to complement its luxury offerings. The brand, popular in Silicon Valley, surpassed its €1 billion target in January.

Chief of humanistic technology Francesco Bottigliero highlighted plans to integrate AI with e-commerce, enhancing customer experience with personalized outfit recommendations while maintaining real photography.

Cucinelli believes embracing AI will define this century and wants his team to feel confident about its potential. Carolina Cucinelli, the company’s executive director, sees the new site as a foundational step.