In this week’s Luxury Briefing, I speak with chief of humanistic technology Francesco Bottigliero about Brunello Cucinelli‘s AI software platform, Callimacus, and its new Salesforce partnership. The company is betting that its technology expertise can become a booming business of its own. Elsewhere, Ralph Lauren and Capri Holdings are showing where luxury demand is holding up, while Lyst’s latest data spotlights the brands and cultural forces capturing shoppers’ attention. For tips or comments, email me at zofia@glossy.co.Most e-commerce platforms essentially give every shopper the same website. Callimacus does not. The AI platform developed inside Brunello Cucinelli assembles webpages in real time, selecting products, editorial content and design components according to what it understands about a visitor’s context, interests, behavior and likelihood of making a purchase.
That distinction is what Brunello Cucinelli now believes it can sell. Callimacus is not a chatbot layered onto a fixed website, but a presentation system that sits above existing commerce infrastructure, including Salesforce Commerce Cloud and Shopify. Brands can use its standard setup or add industry-specific capabilities without replacing the technology that manages their inventory, payments and checkout. Callimacus is being pitched to brands, retailers and other consumer-facing companies that want their websites or apps to respond more closely to each visitor’s intent.
