Replicating the premium feeling of flagship stores online remains one of luxury’s biggest pain points. Although brands have improved their omnichannel experiences since the pandemic, progress has been painfully slow. But with this year’s rapid advancements in multimodal search and generative text-to-video AI capabilities — including OpenAI’s release of Sora in December, Runway’s Gen-4 video generator release in March, and Google’s May release of the Veo 3 video generator — brands have more tools than ever before to create high-end immersive experiences.
Moncler is one of the first to experiment with these new AI tools. The Italian luxury brand is today (30 September) relaunching its website with over 200 new features, in a quest to transform it from a point of transaction and distribution, into a brand destination. Among the innovations, AI-generated videos are integrated into Moncler’s product pages, so that customers can explore a 360 view of products and see how the fabric moves with the body. The videos are created from still photographs of real models wearing Moncler’s collections, with the brand now shooting its e-commerce content at the same time as its brand campaigns, to keep the image quality consistent.