Mango has dived deeper into artificial intelligence with Mango Stylist, its new AI-powered fashion assistant. It’s part of the retailer’s aim to boost personalisation of the online shopping experience.

The “pioneering conversational tool” recommends products “according to the user’s tastes, provides styling inspiration, and shows the latest fashion trends,” we’re told. It’s available for the Woman line only at present, in nine markets, in Europe (Spain, Portugal, the UK, France, Italy, Germany, Austria, Turkey) and the US.

Mango Stylist uses “innovative algorithms to understand the context and personal tastes of each user, offering them product recommendations tailored to their preferences. It also gives them the opportunity to explore the latest trends and discover Mango product combinations and complete looks through chat in its e-commerce and the brand’s Instagram account”. 

The company said that the development of this tool is part of its “Strategic Plan 2024-2026 which, through the Earn pillar, aims to create value through technological development, data management and artificial intelligence, and operational excellence”.

This tech helps it focus on “hybrid experiences that combine traditional browsing with natural conversations supported by artificial intelligence. Customers can interact with fashion in a new and natural way, making every purchase an inspiring experience”. 

And the tool also integrates with the after-sales virtual assistant Iris — already active in several markets — to “consolidate the vision of a single conversational point of contact for customers. This makes  it possible to resolve queries both before and after purchase, from the search for inspiration to querying the status of an order”. 

Overall since 2018, the Spanish giant has developed more than 15 machine-learning platforms (MLE) that apply AI at different points in its value chain, such as pricing, design and customer service, among other areas.  

Development of this particular tech has been possible thanks to the collaboration of different multi-disciplinary teams at the business, including IT, Data, Digital Product, Styling, Design, Visual Merchandising and Customer Service.

Mango said the launch reinforces its position as “one of the first companies in the sector to integrate a conversational assistant based on generative AI that combines stylistic advice with customer service, and marks a new step towards a more personalised and efficient shopping experience”.