Zalando, a European online platform for fashion and lifestyle, will soon launch a first beta version of a fashion assistant powered by ChatGPT across their app and web platforms.

According to the retailer, its beta launch will allow it use AI to enhance the experience of discovering and shopping for fashion online. It will do this using a personalised approach where customers can navigate through Zalando’s assortment in a more intuitive way using their own words or fashion terms.

For example, if a customer asks, “What should I wear for a wedding in Santorini in July?”, Zalando’s fashion assistant is reportedly able to understand that this is a formal event, what the weather is in Santorini in July, and therefore, provide a written explanation with recommendations for clothing based on that input.

The firm said this could be combined in the future with customer preferences, such as brands they follow and products available in their sizes, to deliver an even more personalised selection of products.

The first beta version will be enabled for a selected group of customers by Spring, and be made available in Germany, Ireland, the United Kingdom, and Austria. Support will be provided in both English and German.

This technology will introduce a new way to discover Zalando’s assortment and provide customers with more intuitive fashion inspiration.

“At Zalando, our customers have always been at the center of everything we do. As a leader in fashion e-commerce in Europe for 15 years, we have consistently embraced new technologies to enhance our customers’ shopping experience. We are excited to be experimenting with ChatGPT to help our valued customers discover even more fashion they will love”, said Tian Su, VP Personalization and Recommendation at Zalando.

She added, “This is just the beginning; we are committed to understanding our customers’ needs and preferences even better, and we are eager to explore the potential that ChatGPT can bring to their shopping journey. As we continue testing and introducing new solutions, our focus remains on learning how our customers want to interact with our fashion assistant to provide them with the best possible experience.”

With the upcoming launch of the first version of its fashion assistant, Zalando is setting the groundwork for future developments and features, which could include fashion and beauty advice or outfit creation, the company added.

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