Bath & Body Works is planning to launch Gingham Genius, a generative AI-powered fragrance finder, by the end of the year.

The service, powered by large language models and data, aims to provide customers with a personalised fragrance-finding experience.

The interactive platform will allow users to describe a scent or candle to the software through a conversational user interface that will provide bespoke advice and recommendations.

The firm, which span out from Victoria’s Secret in 2021, announced the project during its earnings call on Wednesday.

The company’s chief executive Gina Boswell explained that the move aims to increase customer traffic and sales over time through a more convenient customer service experience.

According to the retailer, the combination of language models and data are strategic to expanding its customer base.

“Our technology roadmap is on track and we’re putting in place the foundational tools and systems needed to support future growth while enabling new capabilities that will increase customer engagement and provide a more seamless shopping experience across channels,” Boswell added. 

The retailer said during the call that it is also planning new product launches and marketing campaigns to drive “increased awareness and buzz”, with a focus on attracting international markets.

The firm is currently operating in nearly 500 stores internationally and is boosting its international expansion strategy, which involves opening approximately 50 net new stores by the end of the year.

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