Moncler is taking advantage of rapid advancements in generative text-to-video AI capabilities to create a more immersive experience online. Vogue Business has the exclusive.

Replicating the premium feeling of flagship stores online remains one of luxury’s biggest pain points. Although brands have improved their omnichannel experiences since the pandemic, progress has been painfully slow. But with this year’s rapid advancements in multimodal search and generative text-to-video AI capabilities — including OpenAI’s release of Sora in December, Runway’s Gen-4 video generator release in March, and Google’s May release of the Veo 3 video generator — brands have more tools than ever before to create high-end immersive experiences.