Love it or hate it, artificial intelligence has become increasingly prevalent in our lives. Now, jewelers are exploring its marketing potential.

Frankie Deane, senior vice president of growth for the British brand Monica Vinader, said A.I. was “another form of us utilizing technology to elevate our digital experience for consumers.” When it comes to providing an elevated product and in-store experience, “there is a greater expectation I think on brands like us to translate that digitally,” she said.

The brand, whose pieces range from 24 British pounds (about $30) to £1,495 (about $1,870), announced in December that it would begin work with the U.S.-based company Constructor, an A.I.-powered search platform, to create bespoke digital experiences including tailored landing pages for each shopper and personalized search results. While the overall project was still in a testing phase, some elements began to be introduced in March.

Last year, the Bond Street jeweler David Morris was seeking help to create a gifting advertising campaign for its everyday pieces, which start at £1,500.

“We really wanted something that was as impactful as our high jewelry campaigns,” Cecily Morris, the brand content manager and the third generation of Morrises to work at the company, said in a video interview from Doha, Qatar, where she attended a jewelry and watches show. “We’re always looking for something that’s going to stand out amongst the crowd.”

“A.I. hadn’t really crossed my mind,” she added. That is, until she received a pitch from J11, a content studio in Banbury, England.


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