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Artificial Intelligence in Fashion Retail

Until now we have seen how AI is making steady inroads into the luxury market. AI in fashion retail is starting to become prevalent too. Here’s what is in store in the future of AI in fashion retail!

AI in Visual Search

Since e-commerce is the extended arm of retail, AI-based tech uses computer vision to find objects or clothing online. Customers often click pictures of things they like, and now they can use the same pictures to find these products/clothing or similar items. Such virtual search models are trained with large data sets so that they can recognise the pictures of the clothing or other items. With the help of ML, multiple objects within a picture can also be spotted like in the case of ‘shop-the-look’ which also creates avenues for potential cross-selling.

At infinite Analytics, we use our proprietary technology Sherlock.Ai, to provide the best of both worlds — keywords-based Semantic Search as well as the new age state-of-the-art Visual Search. By leveraging our proprietary image processing technologies we can enable e-Commerce platforms to provide their shoppers the power of searching by uploading product images or even by using the image URL of a product they are looking for. Moreover, not only do we recommend similar products to shoppers but can provide various cross-sell and up-sell opportunities at various stages of a shopper’s purchase cycle. These recommendations are personalized as they are made on the basis of each shopper’s tastes, preferences, clickstream data, transactional history etc.

Virtual Trials

Retail experiences are getting bigger and better with AI. Take for example Van Huesen’s ‘Virtual Trial’ mirror. The customers have to scan the barcode of the product they like and stand in front of this mirror which will let the user see how this particular garment will look on them in their own reflection. Interactive mirrors in trial rooms house a bevy of features which lets customers compare outfits without actually going through the trouble of wearing all of them.

Virtual Visualization of products

Using smart mirrors in retail stores fitted with touch screen glasses, they can browse the various sizes and colours of a particular piece of clothing and even mix and match them, take selfies and more! H&M’s flagship store in Times Square, New York, has smart mirrors which use facial recognition and voice features to interact with shoppers. Shoppers can use the voice feature to click selfies and even download the image on their smartphones. Though the tech is still in its inception the mirror is capable of giving out shopping tips, creating virtual outfits and more.

Interactive holograms for hyper-personalization

As we know that AI enables personalization of ads and personalization of services and experiences , hyper-personalization is the future of fashion retail too. Farfetch Store of the Future (SoF) was envisioned keeping what they call as ‘Augmented Retail’ in mind. They also have a holographic display through which customers can make and order custom shoes and even pick different kinds of leather, colours etc from Nicholas Kirkwood. If this is not hyper-personalization, we don’t know what is!

AI & ML in retail can also monitor in-store customer behaviour to know what are the likes and dislikes of customers. Goods and services can thus be made in accordance with the customers’ tastes and desires. With all these and more AI and fashion retail are headed for a promising innings.

If you have an e-commerce platform for which you’d like to enhance the user-experience or if you want know more about AI in fashion retail write to us at [email protected]

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wasim basir

marketing, board member

It’s most obvious in the digital media space, from click buys to personalized web experiences. For marketing, the AI journey has just kick-started, while in the tech sector it has been applied for a while now. We are still at an early stage where inroads are being made into AI content via chatbots and even some explanatory content creation but what will make anyone jump up and embrace it is when we will start seeing a lot of mainstream content being created by AI.

rich arnold

board member

Prior to joining Infinite Analytics, Richard served as the CFO of CrowdFlower, COO and CFO of Phoenix Technologies, as a member of the board of directors and chairman of the Audit Committee at Intellisync, and previously as CFO and executive vice president strategy and corporate development at Charles Schwab.

pravin gandhi

board member

Pravin Gandhi has over 50 years of entrepreneurial operational and investing experience in the IT industry in India. He was a founding partner of the first early stage fund India - INFINITY. Subsequently a founding partner in Seedfund I & II. With over 18 years of investing experience, he is extensively well networked in investment and entrepreneurial scene and is an active early stage angel investor in tech & impact space. Pravin holds a BS in Industrial Engineering from Cornell University, and serves on the board of several private corporations in India. He is on the board of SINE, IIT Mumbai Incubator.

Purushotham Botla

co-founder & cto

Puru has his Masters in Engineering and Management from MIT. Prior to MIT, he worked with Fidelity Investments building electronic trading products and high volume market data processing applications. He has completed his BE from VJTI, Mumbai.


Deb Roy

Executive Director, MIT Media Lab

Deb Roy is Professor of Media Arts and Sciences at MIT where he directs the MIT Center for Constructive Communication, and a Visiting Professor at Harvard Law School. He leads research in applied machine learning and human-machine interaction with applications in designing systems for learning and constructive dialogue, and for mapping and analyzing large scale media ecosystems. Deb is also co-founder and Chair of Cortico, a nonprofit social technology company that develops and operates the Local Voices Network to surface underheard voices and bridge divides.

Roy served as Executive Director of the MIT Media Lab from 2019-2021. He was co-founder and CEO of Bluefin Labs, a media analytics company that analyzed the interactions between television and social media at scale. Bluefin was acquired by Twitter in 2013, Twitter’s largest acquisition of the time. From 2013-2017 Roy served as Twitter’s Chief Media Scientist.

Erik Brynjolfsson

Board Member

Erik Brynjolfsson is the Jerry Yang and Akiko Yamazaki Professor and Senior Fellow at the Stanford Institute for Human-Centered AI (HAI), and Director of the Stanford Digital Economy Lab. He also is the Ralph Landau Senior Fellow at the Stanford Institute for Economic Policy Research (SIEPR), Professor by Courtesy at the Stanford Graduate School of Business and Stanford Department of Economics, and a Research Associate at the National Bureau of Economic Research (NBER).

Akash Bhatia

Co-Founder and CEO

Akash co-founded IA while studying for his MBA from MIT. Prior to MIT Sloan, he co-founded Zoonga. Before this, Akash was an engineer with Oracle in Silicon Valley. He has completed his M.S from University of Cincinnati and B.E from the College of Engineering, Pune.