Zalando adds ChatGPT Fashion Assistant to UK offer

By

Sandra Halliday

Published
Nov 7, 2023

Zalando has added a key feature to its offer for UK and Ireland shoppers with logged-in consumers now able to use its ChatGPT-powered Fashion Assistant.

They’ll be able to “discover Zalando’s assortment using their own words and expressions”, although it admitted that there may be some early teething issues as it’s still developing piece of tech and “it may not get it right at first”.

Essentially though, the Fashion Assistant “understands you and adapts results in real time based on the questions asked”, the company said.

As mentioned, it’s not 100% perfect yet. The version of the tech being used is a beta one so it’s “still in an early stage with some major features, but with additional features to be added in the future” and the company said it enables it “to keep learning and improving”.

It added that shoppers can discover its assortment “in a more natural and intuitive way, using their own words and expressions. The beta version will be instrumental to understand how customers interact with the Fashion Assistant and how best to refine its capabilities and which features to add based on customer’s feedback”.

Tian Su, VP Personalization and Recommendation at Zalando, summed it up, saying: “With our Fashion Assistant, we can help customers find what to wear for a certain occasion -- a birthday party, a business meeting or even hiking to Machu Picchu. Customers can get inspired by a certain style, celebrity, or cultural moment — the possibilities are almost endless.”