Brunello Cucinelli - Human-Centred AI E-commerce
Intent-led experience
- AI
- Strategy
- Product
- Design
Brunello Cucinelli set out to rethink what e-commerce could be in the age of artificial intelligence.
Together with Brunello Cucinelli and as sole partner to Solomei AI, makemepulse designed and delivered a pageless e-commerce platform, built to make each visitor’s journey as personally relevant as possible. Rather than navigating static pages or predefined paths, the experience runs freely, assembling itself in real time around each individual.
Brunello Cucinelli
‘For years we envisioned a new e-commerce platform, combining our desire to welcome our esteemed “online guests” with the most promising technological innovations, and our own way of thinking’
Built using Solomei AI’s agentic platform, Callimacus, described by Brunello Cucinelli as “Human Artificial Intelligence”, the website understands the users intent and recognises every gesture, without collecting personal data.
The experience reimagines digital commerce as a continuous act of discovery, rooted in welcoming, listening and understanding whilst delivering a frictionless purchase path.
Designing for Intent
The ambition was to reimagine how an e-commerce experience could be built when pages are removed entirely and intent becomes the focus. To embrace innovative technology while feeling human, crafted and being fully aligned with the brand’s values and commercial expectations.
The goal? To create an online experience that welcomes, listens to and understands; one where every visitor is recognised for their uniqueness and way of exploring and without retaining personal data. An experience in which users are guided, inspired and understood, rather than pushed through a predefined funnel.
The challenge? How to envision and design a system where modular components that could assemble dynamically, yet always resolve into a cohesive, personalised and intentionally designed experience, one that feels crafted, not constructed, regardless of configuration.
Understanding Brunello Cucinelli
Our journey began with an immersive discovery phase. Working closely with leadership at Brunello Cucinelli in their home in Solomeo to truly understand the brand’s DNA and what that means as a customer. We ran a series of strategy, UX and UI, Design and Creative workshops to explore precisely the values that underpin the brand’s extraordinary craftsmanship, their creative vision and their commercial objectives when creating an AI-led e-commerce platform.
Interpreting user signals
With a no-pages approach, we needed to define multiple paths to guide the technology and ensure the right content is displayed at the right moment. We defined several scenarios, called receptors, which identify whether the user’s intent is product-driven, discovery-led, or inspirational, and adapt the flow and components accordingly.
Building with modular design and multi-agent AI
Collaboration was at the heart of this project. We worked hand-in-hand with Solomei AI, to seamlessly integrate Callimacus, a sophisticated multi-agent platform, directly into the e-commerce experience
This architecture enabled us to deliver highly contextual, on-brand, and secure interactions at every step.
We engineered a fully modular frontend, allowing the AI to reorganize and assemble over 30 interface blocks and widgets in real time: the interface is never static, each user’s journey is uniquely constructed based on their intent, detected through real-time behavioral signals.
Our integration with Callimacus was designed for both fluidity and performance. Optimized for speed, our orchestration layer ensures seamless transitions between content blocks, maintaining a continuous and frictionless experience throughout the journey.
Invisible AI behind a handcrafted feel
Within the design, the AI remains largely invisible. A contextual prompt bar and subtle interactive cues guide the journey without ever feeling technical or “bot-like.” The interface unfolds through a seamless, social-inspired flow, removing friction while preserving a sense of calm exploration.
Visually, frosted glass effects, soft blur and hand-drawn sketch details reinforce a crafted sensibility that mirrors Brunello Cucinelli’s brands DNA, moving the platform beyond a purely transactional space, closer to the sense of welcome and depth of knowledge found in a physical boutique.
A human centred model for agentic e-commerce
The Brunello Cucinelli e-commerce platform introduces a new model for AI-led digital commerce, one where AI is designed to remain deeply human. Built around intent rather than pages, the experience listens, understands and adapts in real time, creating a personalised journey that feels welcoming, considered and crafted, while remaining fully aligned with the brand’s values and commercial expectations.
Early performance data shows increased dwell time and deeper exploration across the product offering, translating into stronger engagement and early conversion signals compared to traditional e-commerce.
“Who makes this project special? makemepulse. We knew that they understood, embraced and challenged the project from day 1. You are a team of thinkers who drove an effective process and matched our ambition for success.”
Francesco Bottigliero,
Chief of Humanistic Technology, Brunello Cucinelli and CEO at Solomei AI
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