The new Mango Stylist AI customer assistant.
Two global brands aimed at fashion and beauty customers are personalizing their digital shopping experiences with the help of artificial intelligence.
Barcelona-based global fashion retailer Mango and L’Oreal Paris, a brand of L’Oreal, the world’s largest cosmetics company, both emailed Chain Store Age to announce they are deploying AI-based tools to help customers select products that suit their tastes and personal characteristics. An overview of each AI solution follows:
Mango – Mango Stylist
Mango, which recently opened its 50th U.S. location with its new store in Portland, Ore. is releasing a conversational tool based on generative AI that recommends products according to a customer’s tastes, proposes combinations of garments and complete looks, and shows the latest fashion trends.
Mango Stylist is available in 10 markets across Europe, the U.K. and the U.S., currently for the woman line.
The development of this tool is part of Mango’s 2024-2026 Strategic Plan, which, through the Earn pillar, aims to create value through technological development, data management and AI and operational excellence.
Mango Stylist uses algorithms to understand the context and personal tastes of each user, offering them product recommendations tailored to their preferences, as well as the possibility to explore trends and discover Mango product combinations and complete looks through a chat on its e-commerce site and the brand’s Instagram account.
The tool also integrates with the retailer’s after-sales virtual assistant Iris, already active in several markets, consolidating a single conversational point of contact for customers which makes it possible to resolve queries both before and after purchase, from product search to querying the status of an order.
Since 2018, Mango has developed more than 15 machine learning platforms that apply AI at different points in its enterprise, such as pricing, design and customer service.