Fashion Brands Using AI to Increase SalesHow fashion brands use our private information to make our consumer experience more efficient
Dec 20, 2018
As technology slowly crept its way into the everyday lives of everyone, companies began collecting a vast amount of data on every aspect of consumer behavior. Big data became the buzzword and every company–from megabrands to mom and pop businesses–starting collecting all they could.
Now that we have all that data, a larger question looms: what do we do with it all?
MarTech (short for marketing tech) took off in leaps and bounds as data scientists, programmers and the most brilliant minds in IT searched for a way to use the data collected over the past decade.
Most of Us Use AI Everyday
What’s emerged is a new type of computing that is able to make conclusions based on vast amounts of customer data. Artificial intelligence is the new buzzword, and brands like Tommy Hilfiger, Levi’s and ASOS are making big bucks by enhancing online shopping experiences.
Today’s AI isn’t like the evil smart houses from the movies we’ve seen in the past. Many of us use artificial intelligence every day without even using it. When you listen to music on Spotify or watch movies on Netflix, algorithms use your personal data to serve up suggestions based on your listening or viewing.
Fashion Brands Already Use AI for Unique Shopping Experiences
Neiman Marcus made fashion history when it created a new type of product search within its mobile app. The feature allows customers to upload pictures of products they are interested in. The app uses AI to compare the customer’s photo against the entire Neiman Marcus inventory. Then it suggests products that look the same.
Ecommerce platforms like Shopify are integrating with AI technology to allow ecommerce brands to optimize more than just search. The evolution of AI is already changing the way we shop. From chatbots for customer service to automated common marketing and sales tasks like email and invoicing.
Since visuals are essential to fashion, it makes sense that brands rely heavily on computer vision to suggest products. While brands are fairly comfortable converting text-based searches into product suggestions, the future of product search holds more.
Customers Are Beginning to Search Differently Than Before
As customers find new ways to interact with the digital world, so will the sophistication of how brands suggest products. Customers are turning to Siri or Google or Alexa to do everything from controlling thermostats to ordering pizza.
While many people still peck at their smartphones to enter search queries like “black stilettos size 7,” customers have more choices. Why type into a phone when you can ask Alexa on your Amazon Echo to find you a pair of black stilettos in a size 7? The keywords and sentence structure of a search are a lot more like natural language.
As more people begin using Google Home or Amazon’s smart devices, expect the way customers search to drastically change. It’s already begun. Sites need to be optimized for voice searches since the future of how we shop is changing.
Wrapping It Up
Optimizing search is only the beginning of what AI can do for your ecommerce business. As artificial intelligence develops, brands of all sizes can take advantage of the technology to produce exactly what customers want and accurately predict how much of which products will sell. As consumers continue to interact with chatbots and search for products via voice, the amount of data will make it easy to provide the best customer shopping experience possible.