Reinventing a 200-Year-Old Luxury Brand with AI & Automation

📍Lisbon, Portugal

Luxury and innovation may seem like opposing forces, but for Vista Alegre, a 200-year-old heritage brand, they go hand in hand. In my latest episode of OFFBounds, I sat down with Carla Graça, Chief Digital Officer of Vista Alegre, to discuss how this global luxury brand is embracing AI, automation, and personalization to remain at the forefront of retail. With six direct-to-consumer e-commerce platforms, 38 stores, and partnerships with leading department stores worldwide, Carla is leading the charge in modernizing one of Portugal’s most prestigious brands.

A key takeaway from our conversation was how AI is enhancing—not replacing—human connection in luxury retail. Carla emphasized that AI-powered personalization allows Vista Alegre to understand customers at a deeper level, creating tailored experiences that resonate with both high-end B2C consumers and luxury hospitality brands. By integrating marketing automation, predictive analytics, and CRM advancements, the company is driving higher engagement and sales conversions, proving that data-driven insights can coexist with artisanal craftsmanship.