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Dive Brief:
David’s Bridal launched Pearl Planner, an AI tool that helps couples manage wedding tasks, according to an Aug. 19 announcement.
The free tool allows users to have one cohesive workspace for wedding management and features over 100 guided tasks such as organizing guest lists, touring venues, building a wedding website and designing announcements.
Pearl Planner includes an AI assistant, registry integration and vendor recommendations.
Dive Insight:
David’s Bridal wants to create a personalized, seamless way for couples to manage their wedding tasks utilizing AI.
Pearl Planner includes features like a dynamic timeline that adapts to changes, a style quiz, vision boards, a smart task board with actionable steps, curated recommendations, a chat assistant, an AI website builder and store appointment integration. The platform is also designed to help professional wedding planners support their clients with centralized tools and real-time updates.
The tool is informed by David’s proprietary architecture and leading LLM models, per the company.
“Pearl Planner is the wedding planning partner every bride deserves,” CEO Kelly Cook said in a statement. “With Pearl Planner, we are giving couples the ability to plan smarter, move faster, and enjoy the process. The future of planning meets couples where they are, adapts as they go and empowers them to plan with genuine excitement, not just checklists.”
The tool also integrates with David’s Diamond Loyalty Program, so couples can earn points that are redeemable for offers and discounts.
The company’s latest tool follows a larger announcement this spring to become asset-light with a focus on using AI to scale its retail media network, planning platform and retail strategies in what it is calling the “Aisle to Algorithm” plan.
In revealing its new strategic direction, David’s Bridal also announced that Cook, who was previously its president of brand, technology and finance, had been named chief executive officer.
“We are poised to become the only player in the wedding industry with an integrated retail, loyalty, media, and planning ecosystem — backed by proprietary first-party data no competitor can match,” Cook said at the time.