BrunelloCucinelli.AI combines tradition with innovation

The Italian fashion house Brunello Cucinelli presented BrunelloCucinelli.AI, an innovative project in Milan that creates a unique symbiosis of human creativity and artificial intelligence

BrunelloCucinelli.AI
Source & Copyright by Brunello Cucinelli

Author: House of Eden

The luxury fashion brand combines the future and the past Brunello Cucinelli in a groundbreaking project that was presented to the world for the first time on July 16, 2024 after almost three years of intensive work. Company founder Brunello Cucinelli personally explained the vision behind the innovative BrunelloCucinelli.AI project at the Teatro Piccolo in Milan, whose goal was to develop a technology that brings out the best of artificial and human intelligence.

In addition to Brunello Cucinelli, his daughter Carolina Cucinelli, his close friend and architect Massimo de Vico Fallani, and Francesco Bottigliero, Chief of Humanistic Technology at Brunello Cucinelli, were present to present the revolutionary concept. The BrunelloCucinelli.AI project brings to life the idea of ​​bringing humanism and technology together in a harmonious synthesis. The result is a completely new generation of website. It eliminates the concept of pages and menus and is able to generate and organize content in real time based on visitors' navigation and to respond to formulated questions. The new online platform now complements the Maison's institutional website and can be accessed at www.brunellocucinelli.ai be visited.

 

"We have been working on this project for nearly three years, with a dedicated group of researchers from the fields of mathematics, engineering, art and philosophy. Our hope is that it will harmoniously combine human and artificial intelligence and find the balance between human ingenuity and the best of AI."

– Brunello Cucinelli –

Source & Copyright by Brunello Cucinelli

The inspiration: A look back at the beginnings of BrunelloCucinelli.AI

The BrunelloCucinelli.AI project was born out of a profound reflection on the role of KI in the modern world. In late summer 2021, the company assembled an interdisciplinary team of researchers that brought together experts from the fields of mathematics, engineering, philosophy and art. Their mission was to find ways to integrate AI into the company's activities without changing the underlying humanistic values to compromise.

In the months that followed, researchers delved deep into the fundamentals of AI to understand its potential and limitations. They realized that while the technology was powerful, it also ran the risk of undermining human creativity and intuition. For this reason, they sought a balanced approach that combined the strengths of both sides.

From philosophy to technology: The development of Solomei AI

Towards the end of 2022, the research team came up with a revolutionary idea: using AI to reinvent the way websites are designed and developed. They named this project "Solomei AI" after the small town of Solomeo in Umbria, where Brunello Cucinelli is based.

In their search for inspiration, the researchers turned to ancient Greece, an era known for its wisdom and achievements in philosophy, art and science.

Source & Copyright by Brunello Cucinelli

The technical fundamentals of Solomei AI

Solomei AI's vision is to create websites where content is no longer confined to pages but can flow freely. A novel technology should make it possible to develop online platforms that compile and organize content in real time as users navigate.

To realize this vision, the researchers developed an ecosystem of AI-based components and agents that work together like an orchestra. Each of the AI ​​actors has a specific role and was named after a personality from ancient Greece:

  • Socrates: The seeker of truth
    The AI ​​agent "Socrates" is derived from the Socratic method of asking questions and listening. The agent's task is therefore to explore the visitors' wishes in dialogue.
  • Demosthenes: The Orator
    "Demosthenes" is reminiscent of the great orator of ancient Greece, who was known for his rhetorical skills. The task of the AI ​​agent of the same name is to conduct a natural and effective dialogue with users using the terminology of Brunello Cucinelli.
  • Dioscuri: The Protectors
    This pair of AI agents serves to protect the dialogue between the website and visitors and to monitor the accuracy of the conversations.
  • Callimachus: The Philologist
    All these agents are part of "Kallimachos", the component that reads, understands, learns, writes, translates and communicates. Kallimachos, named after the great philologist of antiquity, also supported and guided the team in the stages of website creation.
  • Thamyris: The Painter
    The second main component of the Solomei AI platform is "Thamyris", named after the great painter of ancient Greece. This AI agent creates and creates what each visitor sees. Thamyr understands the visitor's intent and adapts the website and what they see accordingly.
  • Theano: The Architect
    The final component, "Theano," is the architect who builds what Kallimachos and Thamyr design and plan. She is the technological engine of the project and is designed to eliminate the need for manual loading of content.

Source & Copyright by Brunello Cucinelli

The philosophical core of the platform

Inspiration from ancient Greece also plays an important role in the philosophy behind the project. In interpreting Solomei AI, Cucinelli refers to the teachings of thinkers such as Xenophanes, who emphasized the importance of the constant search for truth and improvement.

Brunello Cucinelli describes his AI as "Humanistic Artificial Intelligence", which takes into account humans and ethical issues The company is aware that AI can bring benefits but also risks. Therefore, the development process was accompanied by constant reflection on the moral implications. Cucinelli emphasizes that the project aims to achieve a balanced symbiosis between human genius and the power of AI. It is about uniting human creativity and intuition with the potential of technology, without one side dominating.

Source & Copyright by Brunello Cucinelli

The result: BrunelloCucinelli.AI as an immersive experience

Based on the innovative AI elements and philosophical principles of Solomei AI, the new online platform BrunelloCucinelli.AI was created. The website offers visitors a completely new and immersive experienceInstead of pages and menus, content flows freely as you navigate through different settings. As you scroll, vignettes about the history of the Maison appear, including background information on Cucinelli's life and personal letters he wrote.

Users can also ask questions to the website, and the platform generates answers in real time. This conversation is not a one-sided monologue, but an interactive exchange in which the AI ​​agents learn and adapt to the intentions and needs of the visitors.

The vision of the future: AI and e-commerce united

Although Brunello Cucinelli’s AI project was initially conceived as a philosophical and immersive experience, the company already has plans to combine Solomei AI with the E-commerce In the future, AI should be able to offer personalized shopping experiences. For example, visitors could ask: "I have an important business meeting. Which shirt would go with my blue Brunello Cucinelli blazer?" The AI ​​would then generate suggestions and product lists.

Although AI is designed to help put together outfits, Cucinelli stresses that the actual product images will continue to be created by humans. The Maison places great importance on real images and does not want to replace human creativity in this area.

Source & Copyright by Brunello Cucinelli

Conclusion: BrunelloCucinelli.AI establishes a new era of digital experiences

The BrunelloCucinelli.AI project could have far-reaching effects on the way luxury brands present their identity and philosophy online in the future. By combining tradition and innovation, Brunello Cucinelli has shown a way for brands to communicate their narratives in an immersive and interactive way.

The BrunelloCucinelli.AI project manages to build a bridge between tradition and the future. By combining the wisdom of the past with the possibilities of modern technology, it shows a way for brands to preserve their roots while innovating their way into the future.

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