Prada brings luxury product discovery to ChatGPT conversations
Prada's Laura Campanella sees conversational product discovery as the natural evolution of traditional e-commerce; the pilot is available in the UK, the US and Italy.
What's happening
According to Retail Gazette, Prada has partnered with Accenture Song to launch a ChatGPT tool that lets customers discover luxury products and find store information by chatting with AI. The pilot uses information drawn from Prada's own brand sources. Prada presents it as a first for a luxury fashion house.
Whose desk it lands on
The executive responsible for e-commerce. If customers start finding products by chatting rather than through a search bar, is your store's information ready for that conversation?
Our view
The CX Brief's interpretation, not a claim made by the source.
In Prada's pilot, the channel belongs to ChatGPT and the content to the brand. Campanella describes conversational discovery as the natural evolution of e-commerce; seen that way, the real question is not who owns the channel but who keeps the voice that describes the product.
