Under the leadership of Kamanasish Kundu, SVP of Digital & E-commerce, Kendra Scott unlocked a new frontier in digital retail: an AI strategy designed not just to save money, but to drive revenue. The results are staggering: a 6x conversion lift, 9x engagement lift and a blueprint for how conversational AI can move from a support expense to a frontline sales engine.
Read on to learn how Kendra Scott’s partnership with iAdvize redefined what AI means for commerce, and why others risk leaving millions on the table if they don’t follow suit.
From Cost Center to Revenue Driver
The traditional AI playbook is clear: deflect tickets, reduce service cost and scale customer support. But as Kundu explains, that’s not where the real opportunity lies.
“We weren’t trying to reduce service costs. We were creating a new sales channel. Framing AI as a sales enabler—not a support add-on—was the unlock that helped us scale with purpose.”
Kendra Scott’s three-year digital strategy rested on three pillars: Mobile, Personalization and Experiential Commerce. Within that framework, the team built a dedicated conversational commerce pod with a bold mandate: replicate an in-store associate’s warmth, guidance and trust, but online.
The business case was modeled like a high-performing store, with KPIs tied to conversion, average order value (AOV) and incremental revenue.
The bet paid off. Within weeks of launching its Gen AI shopping assistant, powered by a partnership with iAdvize, conversion rates skyrocketed to over 6x the site average, and engagement surged 9x. Today, the assistant influences 6% of total sales while resolving more than 90% of inquiries without human handoff.
Key Results at a Glance:
- 6x conversion lift vs. site average
- 9x engagement lift vs. traditional bot
- 93% deflection rate while preserving customer satisfaction
The assistant went beyond just answering questions. It also helps customers choose gifts, style looks and complete purchases in-session, proving that when AI behaves like a trusted associate, customers treat it like one.
Connecting AI and the Psychology of In-Store Shopping
Luxury and lifestyle retail is all about emotion, storytelling and self-expression. That, Kundu argues, is exactly why most AI implementations fail in this category.
“A customer isn’t just buying earrings, she’s buying a birthday gift for her best friend or something to wear on a special night. AI has to understand the why, not just the what.”
To capture that nuance, Kendra Scott designed its AI conversations to mirror the psychology of in-store shopping. Instead of generic FAQs, the assistant asks smart, context-aware questions, offers personalized styling suggestions and even anticipates emotional needs. This is done through iAdvize’s Conversation Starters, such as “Is it suitable for everyday wear?” or “Does it layer well with other pieces?”
When launched on product detail pages, these conversation cues led to a 9x increase in customer engagement.
The myth that “you can’t sell jewelry through AI” quickly crumbled. In fact, AI-assisted purchases drove a 160% year-over-year revenue increase—proof that when AI reflects a brand’s tone and customer journey, it can become a growth lever.
The Future of Retail Intelligence
For Kendra Scott, the AI-first journey is just beginning. Kundu sees a near future where AI becomes the lead channel of discovery and conversion.
“In that future, discovery will be conversational, not navigational. And brands that succeed will personalize with precision, build trust through relevance and create experiences that feel intuitive—not transactional.”
To stay ahead, Kendra Scott is doubling down on:
Intent prediction: Understanding not just what the customer is doing, but why they’re doing it. Is she browsing for herself or looking for a gift? Is she ready to buy or still exploring?
Persistent memory: AI needs to remember context across sessions: past purchases, preferences, occasions and feedback. That’s how you build relevance and trust.
Brand fluency: The assistant must speak in your brand’s tone, reflect your values and embody the way you sell. Otherwise, the experience feels disjointed and transactional.
iAdvize has been instrumental in bringing this vision to life. More than a technology provider, iAdvize collaborates closely to ensure the AI mirrors the brand’s emotional selling style.
“iAdvize has been a strategic partner from day one. We started with traditional chat and quickly expanded into Gen AI because they shared our belief that AI could drive real revenue. Their platform gave us the flexibility to train AI in a way that mirrors how we actually sell: emotionally, intentionally and with brand fluency. What set them apart was the collaboration. They moved fast with us, adapted based on our customer insights and helped us continuously optimize through AB testing. As we scale toward agentic commerce, they remain a core enabler, helping us bridge the gap between digital engagement and human connection.”
Together, they’re building the foundation of agentic commerce, where intelligent agents don’t just respond; they anticipate, guide and convert.
Looking Forward: Strengthening Revenue, Intent and Brand Voice through AI
The Kendra Scott and iAdvize story offers a playbook for how marketing leaders can unlock the full potential of AI. Here are three takeaways to consider as retailers shape their AI strategy:
Measure AI by revenue impact, not just cost saving: Treat conversational AI as a revenue channel and model it like a top-performing store, focusing on conversion, AOV and incremental sales.
Design for intent and emotion: Move beyond functional answers by building AI that understands why customers are shopping—whether it’s for a gift, an occasion or personal expression.
Infuse your brand voice into every interaction: Ensure your AI assistant reflects the warmth, tone and personality that define your brand, so the experience feels authentic.
By approaching AI this way, marketing leaders can transform digital assistants from background tools into frontline revenue drivers, creating customer experiences that are personal, engaging and profitable.
Kamanasish Kundu, Senior Vice President, Head of Digital and Ecommerce, Kendra Scott
Kamanasish Kundu, known as “KK,” is a visionary and results-driven digital leader with nearly two decades of experience driving transformation across retail, fashion, and consumer sectors. He puts customers, people, and products at the center of his strategies.
KK currently serves as the SVP, Head of Digital & Ecommerce at Kendra Scott, where he launched a 3-year strategy that has delivered 50% growth in just two years. He oversees all aspects of the e-Commerce business including P&L, analytics, personalization, long term digital roadmap and offering a best in class connected omnichannel experience. Kendra Scott is a lifestyle jewelry brand rooted in Family, Fashion, and Philanthropy, known for its bold design and vibrant spirit.
Previously, he launched Pandora’s US e-commerce business in 2015, served on the executive team, and grew it to $350M by 2022, achieving a 45% CAGR.
He brings deep expertise in Salesforce Commerce Cloud, AI, personalization, advanced analytics, customer experience, digital marketing, omnichannel, marketplace, payments, and next generation E-Commerce solutions. Throughout his career, he has partnered with top-tier consulting firms including McKinsey, BCG, and Bain to drive strategies focused on growth, efficiency, and innovation.
KK serves on the Advisory Boards of Shoptalk and Insider and participates in industry leadership councils including the NRF CIO Council, Forbes Business Council, and Retail AI Council contributing to the future direction of digital retail.
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