MILAN
On Wednesday, Brunello Cucinelli unveiled an advanced e-commerce platform, driven by artificial intelligence. Initially accessible in Italy, the U.S., and the U.K., this innovative site is poised for expansion into additional markets in the upcoming months.
This development is a refinement of the platform initiated in 2024, termed “human artificial intelligence.”
It has been realised through “Callimacus,” a project conceived by Solomei AI, a boutique research hub located at Cucinelli’s headquarters, dedicated to examining the creative, scientific, and technological dimensions of AI.
The “Callimacus” concept eschews conventional webpage structures, employing a system designed to comprehend and adapt to user intentions, thereby fostering a bespoke digital shopping experience.
Cucinelli expressed, “We have envisioned a project of this nature for several years, merging our aspiration to greet our esteemed ‘online guests’ with cutting-edge technologies while embracing our philosophical standpoint; we firmly advocate for AI to remain intrinsically human.”
He conveyed his excitement regarding this new initiative, characterising it as “utterly fascinating” and asserting that they have achieved a genuine innovation.
Highlighting the significance of “Callimacus,” named after the eminent Greek scholar, Cucinelli described him as “a brilliant innovator and experimenter in poetry, who also played a pivotal role in cataloguing and preserving the extensive works of the Library of Alexandria.”
Furthermore, Cucinelli’s foundation is engaged in the restoration of an 18th-century villa in Solomeo, adjacent to the brand’s headquarters in Italy’s Umbria region, aimed at creating a Universal Library as part of a future Project for Humanity. Brunello Cucinelli’s new e-commerce platform is underpinned by AI.
The underlying philosophy of the platform, Cucinelli elaborated, “infuses human intelligence into digital operations, crafting personalised experiences that transcend mere functionality, placing at the core our individuality and unique exploration methods.”
Cucinelli’s longstanding fascination with technology was reiterated, emphasising its capacity to infuse “insight” and “fresh perspectives” into the ever-evolving realm of fashion, which continually seeks beauty.
I am captivated by the notion that AI can nurture and amplify human intuition — our mind’s highest potential to imagine and create beyond the known.
Thus, I envision AI as a collaborator that harmonises with humanity rather than a mere automaton for tasks and interactions. Our liberty to learn and act, even within the digital sphere, is indeed a source of profound enrichment.
In conclusion, he asserted that “this compelling invention will robustly underpin our growth aspirations for the company, both in brand identity and revenue — a trend already observed during the initial testing phase with discerning experts.”
Solomei AI harnesses AI-driven “agents” named after Cucinelli’s esteemed philosophers and mentors, including Socrates. Another agent, Demosthenes, symbolises identity, capable of articulating in tones and languages aligned with the overarching goals of each project.
The Dioscuri are two agents tasked with “ensuring the accuracy of interactions, safeguarding dialogues between the site and visitors.”
Meanwhile, Callimacus serves as the philologist, tasked with verifying, modifying, and enhancing content through visitor interactions.
Beyond merely selling luxury collections to Silicon Valley luminaries, Cucinelli has cultivated an extensive network of personal relationships, including with figures such as Jeff Bezos and Salesforce founder Marc Benioff.
They share a comprehensive goal of “humanising technology, exploring existence, and leaving a lasting legacy.”
This journey commenced in 2016, when Benioff and Instagram co-founder Kevin Systrom invited Cucinelli to a dinner in San Francisco, seeking insights into his humanistic vision.
Subsequently, Benioff extended an invitation for Cucinelli to participate in Dreamforce, Salesforce’s annual technology conference, solidifying a unique collaboration over the ensuing years.
Source link: Wwd.com.
