Armani Group expands AI-based chatbot rollout

Dan Berthiaume
Senior Editor, Technology
Armani Exchange ON chatbot
Armani Group is using AI-based chatbot technology.

A global fashion and luxury goods brand is streamlining customer engagement with artificial intelligence (AI)-based automated chat.

Seeking to enhance omnichannel customer relationships and deliver an always-on, personalized shopping experience wherever their customers are chatting, Armani Group decided to pilot the ON AI-based chatbot platform.

Following an initial launch within it’s A|X Armani Exchange banner in March 2023, Armani Group is now rolling out the ON chatbot solution to its Armani Exchange - Canada, Armani Exchange – U.K., Emporio Armani and EA7 Emporio Armani banners.

The ON platform is based on generative AI, which uses machine learning (ML) capabilities to create new content and ideas, including conversations, stories, images, videos and music. The Armani Group has become part of the vendor's "Bounded Expertise" GenAI Beta program.

 During the first six months after initial implementation, A|X Armani Exchange saw positive results, including having 92% of inbound inquiries immediately addressed through automated AI chat, accelerating the speed to resolution of customer issues.

In addition, engagement with an ON chatbot resulted in a three to five times increase in the likelihood of shoppers making purchases. Other metrics included a 33% average month-over-month increase in chat sessions and 38% average month-over-month growth in revenue influenced by chat.

"With this partnership with the Armani Group, we continue to be at the forefront of transforming the way AI chat is used in luxury retail,” said Richard Cheng, president of ON. “This collaboration underscores ON's commitment to providing innovative, AI-driven solutions that not only meet but exceed the evolving expectations of industry leaders. Together with the Armani Group, we are redefining customer engagement, and setting new benchmarks for seamless, AI-enabled shopping experiences."

Established in 1975 by Giorgio Armani, chairman and CEO, the Armani Group designs, manufactures, distributes and directly retails fashion and lifestyle products including apparel, accessories, eyewear, watches, jewelry, cosmetics, fragrances and furniture and home décor and operates in the areas of food and beverage and hospitality. 

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