AI fashion movement: e-tailers turn to tech to improve shoppers’ experience
- Online retailers are becoming more adept at using tech, such as artificial intelligence and augmented reality, to improve their customer experience
- Think avatars that interact with shoppers and photo-based apps that allow users to find similar items online
Adopting new technologies to transform the customer experience isn’t exactly a new trend in the fashion industry.
Big names like Burberry, and stores like Neiman Marcus and Browns East in London, have always been eager to embrace and showcase the power of tech, especially in their bricks-and-mortar stores.
The problem is many stores have failed to win over customers in the long-term thanks to poor usability.
The online space, however, is where the real – and long-term – impact of technology can be felt. More e-tailers are taking the spotlight with game-changing innovations that easily surpass those you would find in any physical store.
“Online and offline shopping have different scenes and experience for consumers, and they are not conflicting with each other. The advantage of online is that more new technologies are applied to smartphone apps, bringing with them improved experiences and new services,” says Tao Mei, deputy managing director of AI research and technical vice-president at JD.com.