GETTING PERSONAL: Mango, the Barcelona-based global fashion chain, is broadening its use of AI with the launch of “Mango Stylist,” a virtual fashion assistant for shoppers.

The tool, powered by generative artificial intelligence, is designed to make shopping the Mango website easier, faster and more personalized. The Mango Stylist is currently functioning in the brand’s women’s line, in 10 markets, mainly in Europe and the U.S. Other markets include Spain, Portugal, the U.K., France, Italy, Germany, Austria and Turkey.

The retailer indicated that since 2018 Mango has developed more than 15 machine-learning platforms that apply AI in different areas including pricing, design and customer service. Among the most notable cited by the company are “Lisa,” to address use cases of its employees and partners, and “Inspire,” to help the design and product team create prints, fabrics and garments, as well as window dressing, architecture and interior design.

Mango Stylist, the company indicated, uses algorithms “to understand the context and personal tastes of each user, offering them product recommendations tailored to their preferences, as well as the possibility to explore the latest trends and discover Mango product combinations and complete looks through a chat on its e-commerce site and the brand’s Instagram account.” 

The development of Mango Stylist was a result of the collaboration of different Mango teams including IT, data, digital product, styling, design, visual merchandising and customer service. The tool also integrates with Mango’s after-sales virtual assistant, “Iris,” which is already active in several markets. It’s providing a single conversational point of contact for customers, which makes it possible to resolve queries at different stages of the shopping journey, from the start of a search for fashion to the after- purchase stage.