Luxury Briefing: Could luxury’s next 'it' product be software? Brunello Cucinelli’s is already a 7-figure business

Glossy speaks with Francesco Bottigliero about Brunello Cucinelli's AI software platform and its new Salesforce partnership.

What happened

In this week’s Luxury Briefing, I speak with chief of humanistic technology Francesco Bottigliero about Brunello Cucinelli‘s AI software platform, Callimacus, and its new Salesforce partnership. The company is betting that its technology expertise can become a booming business of its own. Elsewhere, Ralph Lauren and Capri Holdings are showing where luxury demand is holding up, while Lyst’s latest data spotlights the brands and cultural forces capturing shoppers’ attention. For tips or comments, email me at zofia@glossy.co.

Why it matters

Most e-commerce platforms essentially give every shopper the same website. Callimacus does not. The AI platform developed inside Brunello Cucinelli assembles webpages in real time, selecting products, editorial content and design components according to what it understands about a visitor’s context, interests, behavior and likelihood of making a purchase.

That distinction is what Brunello Cucinelli now believes it can sell. Callimacus is not a chatbot layered onto a fixed website, but a presentation system that sits above existing commerce infrastructure, including Salesforce Commerce Cloud and Shopify. Brands can use its standard setup or add industry-specific capabilities without replacing the technology that manages their inventory, payments and checkout. Callimacus is being pitched to brands, retailers and other consumer-facing companies that want their websites or apps to respond more closely to each visitor’s intent.

Six months after Brunello Cucinelli introduced the platform on its own e-commerce site, Callimacus became an independent software company. It generated revenue in the seven figures last year, and the company expects to double those sales this year and again next year, according to Francesco Bottigliero, Brunello Cucinelli’s chief of humanistic technology. Three large corporations are already developing projects using it, while around 40 more prospective clients are in discussions with the company.

This news brief is based on reporting published by Glossy on 2026-08-07. The original report is linked below.