Which brands used AI best in 2024?
After bursting onto the scene last year, artificial intelligence (AI) has firmly embedded itself into the cultural conversation in 2024.
Luxury brands in particular have been busy testing how the generative machine learning tech best suits their vision and future goals.
It’s unsurprising, given that the size of the AI market is expected to top $638.23 billion this year. But some players have deployed the tech better than others, honing in on long-term use cases over short-lived hype. One of the best examples of brands embracing AI on their own terms this year came from quiet luxury king Brunello Cucinelli. In July, the brand launched a new website, separate from its e-commerce site, powered by generative AI. The platform, which has been in development since 2021, invites consumers to scroll their way through a series of different backdrops to discover immersive drawings, vignettes on Cucinelli’s life, and more. Visitors can also interact with Solomei AI, a bespoke machine-learning service that can answer questions related to the brand and designer. In the first week of the website’s existence, it amassed over 10,000 daily visitors and queries.
After bursting onto the scene last year, artificial intelligence (AI) has firmly embedded itself into the cultural conversation in 2024.
Luxury brands in particular have been busy testing how the generative machine learning tech best suits their vision and future goals.
It’s unsurprising, given that the size of the AI market is expected to top $638.23 billion this year. But some players have deployed the tech better than others, honing in on long-term use cases over short-lived hype. One of the best examples of brands embracing AI on their own terms this year came from quiet luxury king Brunello Cucinelli. In July, the brand launched a new website, separate from its e-commerce site, powered by generative AI. The platform, which has been in development since 2021, invites consumers to scroll their way through a series of different backdrops to discover immersive drawings, vignettes on Cucinelli’s life, and more. Visitors can also interact with Solomei AI, a bespoke machine-learning service that can answer questions related to the brand and designer. In the first week of the website’s existence, it amassed over 10,000 daily visitors and queries.