MILAN — Golden Goose is taking its customization service into AI territory.

The luxury sneaker brand on Wednesday unveiled a partnership with Google Pixel and Google ’s Gemini AI which adds a high-tech, digital component to the co-creation program, integral to Golden Goose ’s strategy.

Introduced in 2022 when the company unveiled its first Forward Store in Milan, the co-creation concept has been a key customer journey tool for the brand, increasingly implemented across touchpoints and merchandise categories. It was initially targeted at sneakers and later expanded to ready-to-wear and is highly focused on celebrating the brand’s craftsmanship and artisanal approach.

In the Google-mediated iteration, customers will have the opportunity to prompt the Gemini AI platform using Go

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