Brunello Cucinelli dives deeper into AI with new human-inspired platform

22 Jan 2026

Brunello Cucinelli is the latest label to embrace AI having this week presented its new e-commerce platform, “a project that provides visitors with a digital experience underpinned by AI”.

The new platform, immediately available in Italy, the US, and the UK, will be extended to other markets in the months ahead with the company saying the project evolved from the BrunelloCucinelli.ai site launched just over a year ago.

The Umbrian company described it as “Human Artificial Intelligence” and said the new tech “has been conceived and delivered” through Callimacus, the platform developed by the company’s Solomei AI unit, the small research centre created to explore the languages of AI and their potential creative, scientific, and technological applications.

We’re told that at the heart of Callimacus is “a new conception of a website: one without conventional pages, endowed with its own intelligence. Seeking to renew the way digital sites and applications are conceived, constructed, and experienced, Callimacus offers a novel way to design and build digital experiences: no longer a collection of static pages or predetermined paths, but a system capable of understanding and following each user’s intent, delivering in real time a personalised, dynamic, pleasurable, and as engaging an experience as possible”.

The result of this is intended to be “the ability to explore individually tailored journeys, mapped in real time to respect the uniqueness of every personal need and preference… made possible by [the] Callimacus capacity to organise, arrange, and combine content, allowing it to flow freely, always in harmony with the purpose guiding each user”.

Visitors can navigate autonomously, “while always enjoying support throughout the entire shopping experience. As they move through this digital space, discovering the collections and seeking suggestions, references, and inspiration, they encounter a new form of hospitality inspired by the relational care that, in person, characterises every boutique, showroom, and Casa Cucinelli”.

Cucinelli himself said that the business has been looking at a project of this kind for several years, but “firmly believes” that artificial intelligence “must remain profoundly human. Our small AI team has conceived this synthesis of contemporary technology and creative genius, which I find utterly fascinating”.

He added that the new tech creates “personalised experiences that go beyond task execution to place at their heart each of us, our uniqueness, and our manner of exploring and discovering… I believe the world of Fashion, ever in search of Beauty, can enter into a gracious dialogue with technological knowledge, drawing from it insight and contribution for contemporaneity and new visions. 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”.