In a room filled with conversations about scale, speed, and the next big thing, this interview chose a different rhythm. Held during Shop Talk Luxe in Abu Dhabi, it became less about technology as a tool, and more about technology as a responsibility. A pause. A reflection. A reminder that progress doesn’t have to come at the expense of humanity.
Meet Francesco Bottigliero, a rare voice in today’s tech-driven luxury landscape. As Chief of Humanistic Technology at Brunello Cucinelli and Foro delle Arti, Francesco operates at the intersection of innovation and ethics, where digital transformation is guided by culture, beauty, and human dignity. He is also the CEO of Solomei AI, the group’s research arm dedicated to exploring artificial intelligence through a deeply human lens.
With more than a decade at Brunello Cucinelli, Francesco has led the brand’s entire digital evolution, from e-commerce and cross-channel strategies to innovation and ICT, while staying true to the house’s philosophy of “human sustainability.” His journey spans fashion, technology, and strategic consulting, from reshaping the trade show industry at Pitti Immagine, to leading international digital agencies, and working with legacy names like L’Oréal.
What makes this conversation not so usual is not just Francesco’s impressive résumé, but his way of thinking. In an era obsessed with automation and acceleration, he speaks about AI, technology, and leadership with empathy, restraint, and intention. This interview isn’t about predicting the future—it’s about asking how we want to build it.
And perhaps, that’s the most luxurious idea of all.
HOW DO YOU DEFINE HUMANISTIC TECHNOLOGY IN A LUXURY RETAIL CONTEXT, AND WHERE DO YOU DRAW THE LINE BETWEEN TECHNOLOGY THAT SERVES HUMANS VERSUS TECHNOLOGY THAT DISTRACTS FROM THEM?
We see technology as a companion to humanity, never as a replacement. When someone claims they have created technology to eliminate people, we immediately start from a very negative position.
For us, technology should elevate daily activities, unlock creativity, and help people reach their full potential. We are deeply rooted in craftsmanship. If we were to sell products by saying, “These were made by robots,” we would lose a fundamental part of our identity, our charm, and our flavor.
Humanistic technology always begins with human values. Technology should help us protect, reinforce, and invest further in those values, not erase them.
TRUE LUXURY IS BUILT ON EMOTION, TIME, AND HUMAN RELATIONSHIPS. HOW DO YOU INTRODUCE ADVANCED TECHNOLOGY WITHOUT COMPROMISING THOSE VALUES?
This is a very important question. We are often asked why we don’t introduce more screens into our boutiques, or why we don’t place iPads between sales associates and customers. We intentionally push back on that.
We have stories to tell, stories of craftsmanship, creativity, and heritage. We can be extremely sophisticated in our technical strategy without showcasing technology. Personally, I believe the best technology is the one you don’t see.
A boutique can operate with advanced systems behind the scenes, ensuring efficiency, precision, and intelligence, without placing anything between the human connection and the customer experience.
AS AI BECOMES MORE PRESENT IN DESIGN, RETAIL, AND OPERATIONS, HOW DO YOU ENSURE IT SUPPORTS CRAFTSMANSHIP RATHER THAN STANDARDIZING OR ACCELERATING IT TOO MUCH?
AI is a phenomenal tool, and we are still at the very beginning of this journey. It is like discovering a new continent, we are standing on the shoreline, not rushing inland blindly.
We don’t want the easy answer. Just as when you arrive in a new city, you don’t stop at the first café you see. You want to explore, understand, and immerse yourself.
That’s why we created a small manifesto, available on our corporate website. In it, we state that AI can analyze, structure, summarize, and suggest, but humans must inspire, create, and decide.
AI should never replace human judgment. It should support it. The final decision must always remain human.
IN YOUR VISION, WHAT ROLE SHOULD TECHNOLOGY PLAY INSIDE THE PHYSICAL BOUTIQUE FIVE TO TEN YEARS FROM NOW, AND WHAT SHOULD NEVER BE DIGITIZED?
Handshakes should never be digitized. Neither should embraces, warmth, or emotion.
As long as we feel emotions, we are human. The day we lose them, we become machines, and I will always choose emotion.
That said, technology can and should optimize areas like merchandising, inventory allocation, and time-to-market. These processes can be digitized intelligently and efficiently.
But when a customer enters one of our boutiques, what they feel must come from the heart. Warmth does not come from data, it comes from people.
We don’t categorize customers as “VIPs.” They are simply customers. We give gifts not because someone spent the most, but because they were kind, gentle, and respectful. Luxury should never become a calculator, it should remain a language of generosity.
IF YOU COULD CHANGE ONE ASSUMPTION THE LUXURY INDUSTRY HOLDS ABOUT TECHNOLOGY TODAY, WHAT WOULD IT BE?
That one size does not fit all. If every brand adopts the same technologies in the same way, we all end up looking alike. Luxury is fundamentally about identity, about difference.
If we all do the same thing, we stop being meaningful. Luxury itself is a sensitive concept. I don’t like drawing rigid lines between what is and isn’t luxury. For example, the watch I’m wearing belonged to my grandfather. He was a coal miner, and he spent a significant part of his retirement savings to buy it over 70 years ago. It’s a steel watch.
For me, that is pure luxury, regardless of its monetary value.
