The fashion retailer Mango is the latest brand to have launched an AI stylist that gives shoppers personalised suggestions based on their own style and taste.
The new tool is available across the UK, Spain, Portugal, France, Italy, Germany, Austria, Turkey and the US.
The feature, called “Mango Stylist”, is powered by Gen AI, and uses algorithms to understand the personal taste of a customer, providing relevant product recommendations.
Website visitors can use conversational text prompts to describe what they’re looking for on the Barcelona-based retailer’s website or Instagram.
Mango Stylist integrates with “Iris”, the retailer’s post-sale virtual assistant, enabling interaction with customers before and after a sale.
The offering provides a more personalised experience for customers and is a part of a wider strategic push to create value through tech development, data management, and AI.
AI Stylists & Digital Replicas
Since Mango launched a digital transformation project in 2018 worth nearly £130m, the brand developed more than 15 machine learning platforms to help areas of the business like pricing, product design and customer service, reported Drapers.
Mango announced in 2023 the launch of its own Gen AI platform called “Lisa” for employees and partners. The company also has another Gen AI tool, “Inspire”, for product and design teams to develop garments to launch to market.
Numerous fashion brands are using AI to push boundaries on how they engage with their customers, and personalise the online shopping experience.
Skechers recently launched an in-store AI stylist for a shop in Singapore, with help from marketing agency We Are Social.
Brands, like Zalando and H&M, are also starting to use Gen AI tools to create “digital twins” of real-life fashion models, and recreate photoshoots at a fraction of the cost and time.
