As fashion increasingly embraces AI, its frontend and backend operations are getting transformed into a more accessible and connected ecosystem.
Brands and manufacturers are fusing technology with fashion, an AI-powered partnership that reimagines what it means to be efficient in the current era.
A new ChatGPT plugin allows users to explore all things Prada through casual conversations, expanding access to the luxury fashion house through one of the world’s largest AI platforms.
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Available in the United States, the United Kingdom and Italy, the plugin was developed by Prada and Accenture Song, the tech-creative arm of global professional services company Accenture, to explore what agentic commerce means for luxury. This was also done with support from AI native platform DaVinci Commerce.
“Conversational experiences represent a natural evolution of traditional e-commerce,” said Laura Campanella, Prada Group digital director.
“Through this pilot initiative, we are exploring a new territory for customer engagement that enriches the brand’s digital ecosystem,” she said. “By reimagining how audiences discover and interact with the brand, we can create new opportunities for dialogue and engagement.”
Alessandro Diana, lead for Italy and Greece at Accenture Song, said luxury is increasingly defined not only by quality but also by consistency. “With Prada, we are exploring how trusted brand content can meet consumers at the moment of intent and turn emerging channels into meaningful opportunities for engagement,” Diana said.
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