Mango has launched a generative AI (genAI) powered fashion assistant to help shoppers discover and combine clothes.

The fashion retailer said Mango Stylist uses algorithms to understand the context and personal taste of each user in order to make product recommendations tailored to their preferences.

Additionally, the assistant gives customers the opportunity to explore the latest trends and discover Mango product combinations and complete looks through chat in across its e-commerce site and the brand's Instagram account.

The tool also integrates with the after-sales virtual assistant Iris, which is already active in several markets, and consolidates Mango's aim of a single conversational point of contact for customers.

Mango said this integration makes it possible to resolve queries both before and after purchase, from the search for inspiration to querying the status of an order.

The tool is currently available for women’s lines in nine countries, including the UK, France, Austria and the US.

Since 2018, Mango has developed over 15 internal platforms that apply AI at different points in its value chain, such as pricing or personalisation.

These include genAI platform Lisa, which addresses use cases of Mango employees and partners, and Inspire, to help inspire the design and product team to create prints, fabrics and garments, as well as support with window dressing, architecture and interior design.

In March, Mango partnered with o9, an enterprise AI software platform, to improve its planning capabilities and improve data-driven decision making across its operations.

The move enabled Mango to integrate planning processes on a single platform, eliminating functional silos and enabling synchronised decision-making across teams.

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