Brunello Cucinelli Launches New E-commerce Site with Proprietary AI 'Callimacus' — A 'Pageless Site' Delivering New Luxury Experiences

Italy Launches E-commerce Site Powered by "Human AI"

Italian luxury apparel maker Brunello Cucinelli announced a new e-commerce site powered by its proprietary AI platform "Callimacus" on January 22, 2026. According to Il Sole 24 ORE, the company describes this as "Human Artificial Intelligence."

The new platform is currently available in Italy, the United States, and the United Kingdom, with plans to expand to other markets over the coming months. Founder Brunello Cucinelli stated, "My friends in Silicon Valley were enthusiastic about Callimacus and called it 'an invention.'"

Background and Industry Trends

The luxury fashion industry is accelerating AI-powered personalization efforts. According to Business of Fashion, 2026 marks a turning point where AI search engines evolve from product discovery to direct purchase.

Shopping-related generative AI platform searches increased 4,700% from 2024 to 2025. Research shows 41% of consumers trust generative AI search results more than traditional advertising. However, AI adoption in the luxury sector remains nascent, and Brunello Cucinelli's initiative may pioneer the industry.

While Gucci and Louis Vuitton are also working on AI-enhanced customer experiences, building a proprietary AI platform from scratch like Brunello Cucinelli is rare.

Revolutionary Features of "Callimacus"

A Website Without Pages

According to FashionNetwork USA, Callimacus's core concept is "a website with its own intelligence that doesn't have traditional pages." Rather than static content or predefined navigation, it interprets user intent in real-time and dynamically constructs personalized experiences.

Traditional e-commerce sites follow fixed pathways from category pages to product listings to product details. Callimacus instead provides a field where visitors can input questions and needs about products, with AI interpreting that intent to present optimally combined information.

Three Years of Development with a Team of 7 Experts

According to FashionUnited UK, this platform was developed by the company's research division "Solomei AI." The team consists of 7 mathematicians and philosophers, starting when Cucinelli asked them three years ago to "invent something new."

The platform name "Callimacus" derives from Callimachus, the Hellenistic poet who organized the library of Alexandria's collection. A fitting name for the classically-minded Cucinelli.

High Praise from Tech Industry

According to Fibre2Fashion, Shopify President Harley Finkelstein messaged Cucinelli after seeing Callimacus, saying "You truly invented something. I want to come to Solomeo." Communication channels have already been established with multiple tech giants.

Impact and Applications for E-commerce Operators

A New Standard for Personalization

Brunello Cucinelli's initiative offers important insights for the entire e-commerce industry. McKinsey estimates generative AI could boost operating profits in fashion, apparel, and luxury by up to $275 billion by 2028.

Particularly noteworthy is the "Human Artificial Intelligence" concept. This philosophy holds that AI doesn't replace human intelligence but creates synergy that enhances creativity and intuition. Balancing technology and humanity has always been a challenge for luxury brands, and Brunello Cucinelli presents a solution.

Insights for Small and Medium E-commerce Operators

While large-scale proprietary development may be difficult, the following perspectives are valuable:

First, adapting to "intent-based search." Consumers increasingly search using conversational, intent-based prompts rather than brand names or product categories. Product naming and content strategy require review.

Second, leveraging personalization tools. By utilizing AI shopping startups like Daydream or existing platform AI features, similar experiences may be achievable without major investment.

Future Outlook

Brunello Cucinelli achieved €1.4 billion in sales in 2025 (up 11.5% year-over-year) and expects nearly 10% growth in 2026. Callimacus's results will become clear in future earnings reports.

Summary

Brunello Cucinelli's "Callimacus" has the potential to become a new benchmark for AI in luxury e-commerce. The "website without pages" concept fundamentally questions traditional e-commerce experiences.

Going forward, watch how other luxury brands respond and whether Callimacus's concept spreads to general e-commerce platforms. Cucinelli's philosophy that technology "enhances" rather than "replaces" human creativity will serve as an important guidepost for brand strategy in the AI era.