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Zalando unveils ChatGPT-powered virtual assistant

Zalando's ChatGPT-powered assistant

Online fashion giant Zalando is to launch a new tool, powered by ChatGPT, to enhance the experience of shopping for fashion online and help navigate through its app and web platforms.

As a result, the technology powered by OpenAI will allow customers to ask questions using their own fashion terms and words, which Zalando claims makes the process more “intuitive and natural”.

The fashion assistant will be available for a selected group of customers in the UK, Ireland, Germany and Austria.

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Zalando’s fashion assistant will also provide customers with relevant products, enabling them to have ongoing conversations to refine their results.

For example, if a customer asks “What should I wear for a wedding in Santorini in July?”, Zalando’s fashion assistant will provide a written explanation with recommendations for clothing for that event, the online retailer stated.

“This is just the beginning; we are committed to understanding our customers needs and preferences even better, and we are eager to explore the potential that ChatGPT can bring to their shopping journey,” Zalando vice president of personalisation and recommendations Tian Su said.

“As we continue testing and introducing new solutions, our focus remains on learning how our customers want to interact with our fashion assistant to provide them with the best possible experience.”

The news comes as Zalando recently announced it will focus on profitable growth this year by “simplifying the organisation to become more innovative and faster”.

As a result, the online retailer and marketplace is to scale back the number of brands listed on its platform to increase its “local relevance and curation”.

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