Prada has launched a ChatGPT tool in the UK, US and Italy that lets shoppers explore products and find stores by chatting, a possible shift away from search bars.
Prada has launched a pilot that lets shoppers explore its products by chatting with ChatGPT, the AI chatbot. It is live in the UK, the US and Italy. Prada describes it as a first for a luxury fashion house.
Shoppers can discover products and find store information through a conversation, instead of clicking through menus and product pages. Answers come from Prada's own brand sources. The company says the pilot is meant to test how conversational AI could change the way people find luxury brands online.
Prada built it with Accenture Song, which has worked with the brand on digital transformation, and with support from DaVinci Commerce. Laura Campanella, Prada Group digital director, called conversational experiences "a natural evolution of traditional e-commerce." Accenture's Alessandro Diana called them "a new front door for product discovery."
The announcement leaves several practical questions open:
Prada is testing chat as a way to shop, so expect more brands to let you ask an AI instead of searching a website.
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