Prada has launched a ChatGPT tool with Accenture Song to help shoppers discover products and find store information through conversations with AI.

The pilot is available in the UK, US and Italy.

It draws on Prada’s own brand information and will test how conversational AI could support product discovery beyond traditional e-commerce.

Developed with support from DaVinci Commerce, the initiative builds on Accenture Song’s work with Prada on digital transformation and customer engagement.

The tool gives consumers another way to explore the brand’s products and access information about its stores.

The pilot focuses on discovery and engagement rather than replacing Prada’s existing online shopping channels.

Laura Campanella, digital director at Prada Group, 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.”

Prada described the initiative as a first for a luxury fashion house.

The pilot will explore how brand-supplied information can be used within conversational platforms to answer shoppers’ enquiries.