This article on digital clienteling is part of our Vogue Business Membership package. To enjoy unlimited access to Member-only reporting and insights, our NFT Tracker and TikTok Trend Tracker, weekly Technology and Sustainability Edits and exclusive event invitations, sign up for Membership here.
On Kering’s experimental KNXT platform, users meet Madeline, a ChatGPT-based luxury personal shopper. “Ask me anything and I will do my best to surprise you with luxury pieces,” it says, and “give me as much context as possible,” it adds, so that it can pull recommendations from a product list provided by Kering. As opposed to a Google search for “white cotton dress”, a shopper might write, “I am looking for a dress to wear in Rome in May” to receive a recommendation for a white floral Giambattista Valli dress, plus insights such as, “The Italian fashion capital is known for its chic yet effortless style, where comfort and elegance go hand in hand [sic],” and “Dressing in light and airy fabrics is also key during the warmer months, making this dress a perfect fit.”