Brunello Cucinelli launches new AI enabled e-commerce platform

Luxury Italian fashion brand Brunello Cucinelli has launched a new e-commerce platform, which provides customers with a digital experience underpinned by artificial intelligence (AI).

Now available in Italy, the UK and US – with other markets to be added in the coming months – the platform, called ‘Callimacus’, has been developed by Solomei AI, a small research centre created to explore the languages of AI and their potential creative, scientific and technological applications.

It offers a novel way to design and build digital experiences, which means the website is without conventional pages and has its own intelligence.

As it is no longer a collection of static pages or predetermined paths, it offers a system capable of understanding and following each user’s intent, delivering a personalised and engaging experience – giving the ability to explore “individually tailored journeys”.

As visitors move through the digital space, just like in a Brunello Cucinelli boutique they can discover the new collections and seek suggestions, references and inspiration.

Brunello Cucinelli, founder of his eponymous brand, said: “For several years, we had been envisioning a project of this kind, arising from the combination of our desire to welcome our esteemed ‘online guests’ with the most promising technological innovations, and our own way of thinking. Indeed, we firmly believe that artificial intelligence must remain profoundly ‘human’.

“Our small AI team has conceived this synthesis of contemporary technology and creative genius. The ideas underpinning 'Callimacus' appear today to be very promising: they allow a measure of human intelligence to be infused into the way websites operate, creating personalised experiences that go beyond task execution.

“I am fascinated by the idea that AI can nurture and enhance human intuition - the highest capacity of our mind to imagine, understand, and create beyond what is already known. For this reason, I like to think of AI as a handmaid of humanity, to collaborate with in harmony, rather than as a mere automation for actions, relations and behaviours. Our freedom to learn, choose, and act - even in our digital lives - is itself a source of richness.”

Last week, Brunello Cucinelli announced it had closed the 2025 fiscal year with record revenues, reporting turnover of €1.41 billion (£1.22 billion), up by 11.5%, exceeding expectations set at the beginning of the year.