Luxury Italian fashion brand Prada has launched a new plugin for OpenAI’s ChatGPT designed to allow users to browse products and discover store information within the AI tool.

The plugin was created in collaboration with Accenture Song and supported by agentic commerce platform DaVinci Commerce. It is available in the US, UK and Italy, with the company saying it is designed to test how conversational AI could change digital engagement for luxury brands.

Prada said it was the first such initiative from a luxury fashion house, and reflects a broader move towards conversational commerce as a potential route for product discovery.

Prada Group digital director Laura Campanella said: “Conversational experiences represent a natural evolution of traditional e-commerce.

“Through this pilot initiative, we are exploring a new territory for customer engagement that enriches the brand’s digital ecosystem. By reimagining how audiences discover and interact with the brand, we can create new opportunities for dialogue and engagement.”

The plugin builds on Accenture and Prada’s longstanding partnership, which has included the development of a 3D web configurator for its popular America’s Cup trainer. The tool, launched in 2023, allows potential customers to view the shoe in 3D, select from a range of materials and colours and add their initials.

It also showcases the growing interest in using conversational AI for product discovery. In the past year, brands including supermarket Carrefour Belgium, fast fashion brand ASOS and beauty retailer Sephora have all launched their own plugins for ChatGPT to enhance brand discoverability.

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