Luxury retailers have no shortage of digital tools, but few solve the toughest clienteling challenge: writing hundreds of personalized messages that feel authentic, stay on-brand, and don’t leak data into public AI models. Proximity, the retail Super-App used by Max Mara, Paul Smith, Joseph, Graff, and Farrow & Ball, aims to fix that with Message Maestro, a new Generative AI–powered messaging engine designed specifically for store teams.
Developed in partnership with ConversAgentAI, Message Maestro blends AI efficiency with guardrails that retailers actually need—brand safety, contextual awareness, and data privacy.
“Message Maestro is designed to amplify the human touch, not replace it,” said Marcus Dawson, CTO of Proximity. “It lets retail teams craft messages that truly resonate, safely, securely, and on-brand.”
GenAI Without the Brand Risk
While consumer-facing GenAI tools often output inconsistent tone—or worse, hallucinate—Message Maestro sits inside Proximity’s clienteling platform, where it can draw on real customer context like preferences, past purchases, and interaction history. The result: highly personalized messages that sound like the brand, not a chatbot.
The system analyzes tone, sentiment, and intent to help associates craft outreach tailored to each client. Rather than replacing human creativity, Maestro acts like a writing partner that speeds up the process while preserving the emotional nuance clienteling demands.
“In clienteling, every word matters,” said Raza Hussain, CEO of ConversAgentAI. “Message Maestro enables associates to communicate with precision and personality so every message reflects the authenticity, tone, and warmth of the brand.”
Consistency at Scale—With Measurable Lift
Because the feature sits on top of first-party data and brand voice guidelines, it mitigates the two biggest risks of using public AI tools in retail:
- Data exposure (customer information leaving controlled systems)
- Brand fragmentation (inconsistent tone or off-brand phrasing)
Over time, Message Maestro evaluates which messages drive the highest engagement and conversions, helping retail teams refine their approach. That behavioral learning closes the loop between messaging and retail outcomes—an advantage most off-the-shelf AI tools can’t match.
It also introduces something retailers have long struggled with: inclusive, consistent communication across every store, region, and associate. Less guesswork, less rewriting, and a lot less time spent staring at a blinking cursor.
Part of a Bigger AI Play for Luxury Retail
Message Maestro is currently in beta with select partners and represents the first phase of Proximity’s broader AI roadmap. While competitors in the clienteling space have dabbled with lightweight messaging assistants, most solutions stop short of blending customer intelligence, brand governance, and secure GenAI under one roof.
For luxury brands, that mix matters. Clienteling is personal, high-stakes, and a core revenue driver—especially as VIP customers increasingly expect concierge-style communication. By keeping AI “inside the house,” Proximity is positioning itself as a safer alternative to public LLM tools while still giving store teams modern capabilities that match rising shopper expectations.
The company says the next steps in its roadmap will continue blending brand protection, data security, and human-centric AI—three pillars becoming non-negotiable in luxury and premium retail.
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