Jess Erdman, August 2023
If you’re up-to-date on the latest fashion AI trends, you’ve heard talks about generative AI virtual-try on, and even bigger players like Snapchat jumping into the game.
Fashion eCommerce retailers are not only reading up on these trends, but actively looking for ways to leverage them to their advantage.
In particular, fashion AI discovery is on the rise, as brands look to create new ways for their customers to discover and shop their products, leaving behind tired and inaccurate discovery tools.
As the momentum behind fashion AI discovery continues to grow, a seismic shift is underway – a departure from conventional discovery methods toward personalized, immersive shopper engagement.
Is your fashion eCommerce ready to capitalize on the latest fashion AI discovery trends, or will you be left behind?
In this article, we’ll explore the current trends in fashion AI discovery that have the power to transform retail.
Ecommerce has a problem. While it’s hard enough for shoppers to find clothing in-store, different sizing between brands and diverse body shapes make online shopping a frustrating experience.
Online shoppers, until recently, were left wondering what a product would look like on them, and wouldn’t know until they purchased.
In fact, 97% of shoppers have abandoned purchases if they aren’t convenient enough.
With virtual fitting rooms, shoppers can digitally try-on products and see overlays as if they were in a fitting room, powered by augmented reality/computer vision.
The global virtual fitting room market size is expected to exceed 18 billion USD by 2030, showing the increasing need for this technology.
The Latest Updates on Virtual Fitting Rooms:
The overnight success of ChatGPT led to a stampede of in-house fashion brands trying to implement similar text-based AI tools in 2023. However, while ChatGPT makes for a strong supplement to customer service, it only scratches the surface of how fashion brands can truly harness the power of generative AI.
Many brands hurried to roll out ChatGPT-style tools to seem "cutting edge,” without fully exploring more creative long-term applications for generative AI that could transform the eCommerce space.
Fashion brands are getting more creative with the use cases for generative AI that have a long-term impact on changing the Commerce space.
For example, generative AI has the capability to enhance personalization, inspire designers, and improve customer experience in ways that go beyond a traditional chatbot.
The Latest Update on Generative AI for Fashion:
The key is to thoughtfully implement generative AI in ways that solve problems and add value for brands and shoppers alike. The most innovative brands will think beyond the surface-level capabilities of ChatGPT, and harness AI's potential to fundamentally transform fashion eCommerce.
The metaverse has been an unavoidable buzzword in fashion tech for the past few years. Although the literal metaverse may have become less popular after COVID lockdowns ended, there are a few valuable lessons for fashion brands to take away.
”Despite all the hype of digital avatars and virtual headsets, understand that the adoption of the metaverse will not be an all at once moment, but rather a gradual collection of digital experiences that improve the way we live and work.” -Harvard Business Review, 2023
The first lesson: The metaverse served as proof that shoppers are willing to engage in a digital space, if brands can figure out how to provide them with a compelling experience
However, as the pandemic ended, shoppers still valued digital experiences–but didn’t necessarily need to be fully immersed in a visual world.
Brands can create immersive digital experiences that focus on what shoppers love about the metaverse: 1) the ability to engage with products and brands in different spaces and 2) the novelty of engaging on a platform that isn’t a typical eCommerce website.
The Latest Updates on Building Digital Experiences:
Despite all of the latest and greatest technology developments in 2023, shopping still feels overwhelming and impersonal to the majority of shoppers.
And, the growing number of products and brands to choose from is only leaving shoppers frozen with decision overload.
Create hyper-personalized experiences using fashion-trained AI to create memorable shopping experiences.
The Latest Updates on Hyper-Personalization:
The future success of fashion eCommerce is dependent on creating captivating, tailored digital experiences for each shopper.
Emerging AI and immersive technologies present an exciting chance for brands to revolutionize online shopping into a unique journey personalized to every customer.
Virtual fitting rooms, innovative applications of generative AI, digital environments, and intelligent recommendation engines can transport shopping into a new dimension.
Fashion retailers who creatively adopt these innovations, especially advanced AI-powered fashion discovery tools that enable more intuitive product exploration, will earn shopper loyalty and stand apart from competitors in a crowded industry.
In this article, we’ll explore an alternative to traditional filters: smart product filter & search. Retailers lack the resources to build sophisticated smart product filters from scratch, leaving shoppers with hard-to-understand and difficult-to-navigate filters. But, there's a better way.
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TikTok Shop just went live. What does this mean for eCommerce businesses keeping up with the news? Are we entering a new era of product discovery? We’ll take a look at how TikTok Shop works, and compare it to other social shopping platforms to see how it works.