Capri Group Integrates AI to Enhance Customer Experience and Operational Efficiency
Italian fashion group Capri Group, encompassing brands Gutteridge and Alcott, is strategically integrating artificial intelligence (AI) across its operations, from customer care to administrative functions. This initiative aims to improve efficiency, personalize customer interactions, and drive innovation within the speedy fashion retail landscape.
AI-Powered Customer Care: Virtual Assistants on WhatsApp and Beyond
Capri Group has expanded the capabilities of its virtual assistants, Michael (for Gutteridge) and Chloe (for Alcott), to include WhatsApp, alongside their existing presence on brand websites. This move addresses the growing preference for WhatsApp as a primary communication channel among customers, ensuring consistent digital engagement.1
The implementation of virtual assistants originated from a necessitate to address a gap in dedicated customer care resources. The company developed an internal system to handle frequent and standardized inquiries, such as order tracking, returns, and payment information.2
Internal Development and Continuous Supervision
The AI project was driven by an internal team of young professionals skilled in digital technologies, responsible for ongoing development and training of the system. This approach allows for rapid response to customer needs and improved process efficiency. Currently, AI manages a significant portion of customer requests, freeing up human resources for more complex tasks like personalized assistance and sales support.2
Capri Group emphasizes the importance of continuous supervision to maintain accuracy and prevent incorrect responses from the AI. Daily updates and oversight are integral to the project, recognizing that AI requires data, context, and business expertise to function effectively. The company prioritizes the value of human interaction, aiming for AI to augment, not replace, quality relationships.
Expanding AI to Technical and Administrative Areas
Following the success in customer care, Capri Group is extending AI integration to technical and administrative departments. In the technical office, AI is automating routine requests from stores. In administration, the goal is to support control and management activities, streamlining processes and freeing up resources for strategic initiatives.2
The group has prioritized building internal expertise rather than relying solely on off-the-shelf solutions, fostering collaborations with academic institutions. This strategy aims to create a flexible and modular system tailored to the specific needs of each department. Data analysis is also a key component, leveraging CRM integration to understand customer habits and deliver targeted offers.
Towards ‘Agent Commerce’ and Personalized Experiences
Capri Group envisions an evolution towards “agent commerce,” where virtual assistants act as digital consultants, guiding customers through their purchasing decisions. Currently, AI manages approximately 50% of conversations on major digital channels.2
The company adopts a differentiated approach to customer experience between its brands, with Gutteridge favoring direct and reassuring communication, while Alcott focuses on rapid and digital interactions. Virtual assistant avatars are designed to be distinctive but avoid replicating human figures, ensuring transparency about the interaction being with a digital system.
Strategic Partnerships and RFID Technology
In February 2025, Capri Group partnered with Nedap to deploy iD Cloud, an RFID (Radio-Frequency Identification) solution, across its stores in Italy, Austria, Germany, Spain, Greece, Armenia, and the UAE.4 This rollout aims to increase stock accuracy, optimize product availability, and streamline omnichannel operations.1
DSV has also been a key partner, helping Capri navigate supply chain challenges, particularly during the COVID-19 pandemic.3
Worth a look