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

What happens when a 200-year-old luxury brand bets big on AI, automation, and personalisation? Vista Alegre is proving that heritage and innovation aren’t opposites—they’re the future.

How do you take a 200-year-old luxury brand and make it future-proof? That’s exactly what I wanted to find out when I sat down with Carla Graça, CDO of Vista Alegre, for my latest episode of OFFBounds.

I’ve always admired Vista Alegre. It’s one of those rare brands that combines heritage, craftsmanship, and modernity effortlessly. Founded in 1824, it became the first porcelain factory in Portugal and collaborated with designers like Christian Lacroix and Oscar de la Renta. It is often called the “Hermès of Portugal.” But what really got my attention? This brand is leveraging AI, automation, and digital to stay ahead.

And if that wasn’t enough—Cristiano Ronaldo recently became a shareholder, helping drive their expansion into the Middle East and Asia. A heritage brand betting big on AI with one of the world’s most influential athletes in the mix? I HAD to talk to Carla.

What I Learned from This Conversation

💡 AI Makes Luxury Retail More Personal (Not Less!)
A lot of people still think AI removes the human touch from retail. But Carla flipped the script:

"At first sight, AI may not sound personal, but it actually enables us to be more empathetic with our customers."

Instead of blasting generic campaigns, Vista Alegre is using predictive analytics and personalization to create one-on-one experiences at scale.

💡 Heritage Brands That Don’t Evolve Will Die
Vista Alegre has six e-commerce platforms, 38 stores, and a major B2B presence. They’ve invested in AI-powered automation, live video shopping, and a 360-degree CRM system to make sure that online and in-store experiences feel seamless. The goal? To stay relevant, competitive, and irreplaceable.

💡 Cristiano Ronaldo’s Investment is a Game Changer
With CR7 now owning 10% of Vista Alegre, this isn’t just about a celebrity endorsement—it’s a strategic move to bring the brand to high-growth international markets. Vista Alegre is proving that luxury and technology aren’t just compatible—they’re the future.

💡 AI and Automation Aren’t Optional Anymore
This was my biggest takeaway: If you’re in retail and you’re not using AI, you’re already behind.
Vista Alegre is seeing higher engagement, better customer retention, and faster decision-making because they’re using AI the right way—to enhance, not replace, human experiences.

Final Thought: Adapt or Get Left Behind

I walked away from this interview convinced: Luxury brands that don’t embrace AI and automation are risking irrelevance. The best ones (like Vista Alegre) are finding ways to blend their heritage with the future.

So here’s my question for you: Is your brand keeping up? Or are you holding onto outdated playbooks while your competitors build the future?

📢 Let me know what you think! Drop a comment on LinkedIn, reply to this email, or DM me—I’d love to hear your take.

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