Prada has teamed up with Accenture Song to launch a ChatGPT tool that lets consumers explore, discover products and find store information through conversations with AI.
Available in the UK, US and Italy, the pilot uses information drawn from Prada’s own brand sources and is designed to test how conversational AI could change the way shoppers discover luxury brands online.
The initiative, developed with support from DaVinci Commerce, builds on Accenture Song’s work with Prada on digital transformation and new forms of customer engagement.
Prada described the initiative as a first for a luxury fashion house, and reflects a wider shift towards conversational platforms as an alternative route for product discovery beyond traditional e-commerce.
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Prada Group digital director Laura Campanella said: “Conversational experiences represent a natural evolution of traditional e-commerce.”
“Through this pilot initiative, we are exploring a new territory for customer engagement that enriches the brand’s digital ecosystem. By reimagining how audiences discover and interact with the brand, we can create new opportunities for dialogue and engagement.”
“The next-generation touchpoints are creating a new front door for product discovery,” added Accenture Lead for Italy and Greece Alessandro Diana.
“At the same time, luxury is increasingly defined by the quality and consistency of every interaction. 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.”
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