Retailers have turned to AI to replace photoshoots and predict what people will want to buy and wear in the future
Julie Bornstein spent two years quietly building AI shopping app THE YES to launch it in March 2020. Then the pandemic struck – and changed what people were wearing. “Right now, we’re in a heavy comfort zone,” Bornstein says. The pandemic has meant demand for tracksuit bottoms and work-from-home clothing is high. But as vaccines allow people more freedom, trends are expected to reverse.
THE YES is part of a new wave of companies using AI to personalise how people shop online. It pulls items of clothing from brands and retailers’ websites and shows them in a feed within the app. Think of it like a clothing version of Tinder: if users like the dress being shown, they tap “yes”. If they’re not interested, they tap “no”. But, unlike Tinder, it can improve the items it shows over time by using artificial intelligence and machine learning.
Every like and dislike is fed back to the underlying machine learning models to inform each personalised feed of items users can then buy, and no two people’s recommendations are the same. “AI is simply the ability to understand consumer behaviour and act on it,” says Bornstein, the former chief operating officer of personal styling service Stitch Fix. “The problem with e-commerce is that the infrastructure doesn’t exist to do that today. You need to rebuild the tech stack.”
Continue reading… “The AI that fashion is using to reinvent itself”