Salesforce “Gucci Customer Film”

Produced by Caruso Co for Dreamforce 2023

Director: Rob Alcaraz

Caruso Company produced the “Gucci Dreamforce Customer Story” for Salesforce, directed by Rob Alcaraz. Created as part of Dreamforce content, the film highlights how Gucci Client Services is integrating AI tools into its customer experience operations.

The piece focuses on personalization in retail, and the challenge of maintaining a consistent, brand-specific voice across a global team. Through interviews and supporting visuals, it shows how client advisors use Salesforce’s Einstein AI to assist with customer communication—generating responses, surfacing product information, and helping streamline workflows while still allowing for individual input.

The structure is interview-led, with voiceover drawn directly from conversations with the Gucci team. These interviews focus on the balance between efficiency and maintaining a human touch, as well as the internal adoption of new tools. The visuals are designed to support this, showing advisors working in real time and interacting with the platform as part of their day-to-day roles.

Einstein is presented as a support system rather than a replacement—something that enhances the advisor’s capabilities without removing their voice. This dynamic is reflected both in how the tool is described and how it appears on screen.

From a production standpoint, the project involved close coordination between Salesforce, Gucci, and Caruso Co, along with careful consideration of brand environment and tone. The direction stays grounded and observational, keeping the focus on the people, the workflow, and the practical application of the technology.

The final piece presents a clear view of how a global brand is approaching customer experience at scale, and how technology is being implemented to support that effort.