Gucci uses machine learning algorithms to analyze customer browsing patterns, past purchases, and wish-listed items in order to recommend relevant products to shoppers online and in-store.

Gucci's recommendation system takes customer behavioral data — including browsing history, past purchases, time spent on product pages, wish-listed items, and social media activity — as input and produces personalized product suggestions. These recommendations are surfaced to customers on the brand's digital platforms and, through synced customer profiles, to sales associates on the shop floor. Parent company Kering announced in 2019 that Gucci would be among the first luxury brands to use AI in this manner to inform product placement and reduce waste. Secondary sources describe the system as tracking dynamic customer profiles in real time.