Interaction with customers is often seen as an opportunity to be commercially exploited, almost forgetting how important it is to preserve, protect and grow the relationship between the brand and its market over the years.

In such a context, sophisticated personalization based on the ethical management of customer data represents a necessary and inevitable frontier to be explored.

It is probably wise to question the technological standards that we have all been following for years, revising them in favor of new paradigms based on first-party data, unstructured information, AI and vector memory.

Brunello Cucinelli, whose innovation strategy always seeks to combine the most advanced technology with the enhancement of the human being, has represented a case study for many in the last decade, also on these topics.

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