King of Prussia-based David’s Bridal is investing heavily in technology to modernize how couples plan weddings and shop for dresses, writes Dan Berthiaume for Chain Store Age.

In a recent interview, CEO Kelly Cook outlined how artificial intelligence, video content, and digital tools are reshaping the bridal retailer’s strategy.

Cook said planning a wedding can involve more than 300 tasks, from budgeting and timelines to choosing vendors and building a wedding website.

The company’s AI platform, Pearl Planner, acts as a digital assistant. It learns a couple’s preferences and helps them organize everything from vendor recommendations to communication with guests.

Cook also emphasized that technology won’t replace the traditional in-store experience. Instead, she described what she calls a “tech sandwich” approach. Digital tools help customers before and after their visit, while the store remains the place where brides try on dresses and celebrate the moment with friends and family.

The KOP company is also expanding its media presence through its Pearl Media Network and streaming content like the new series Breaking Bridal, which follows couples making unconventional wedding decisions.

Cook said the goal is to make wedding planning simpler and more personalized.

To learn more about David’s Bridal’s technology strategy, visit Chain Store Age.