Mango, the Spanish fashion retailer, has significantly deepened its foray into artificial intelligence with the launch of Mango Stylist, a new AI-powered fashion assistant. This pioneering conversational tool is designed to revolutionize the online shopping experience by boosting personalization for customers. Mango Stylist provides product recommendations tailored to a user's specific tastes, offers styling inspiration, and showcases the latest fashion trends, all powered by innovative algorithms that understand context and personal preferences. Customers can interact with the assistant through a chat function available on Mango's e-commerce website and its Instagram account, exploring product combinations and complete looks.

Currently, Mango Stylist is available exclusively for the Woman line in nine markets, including Spain, Portugal, the UK, France, Italy, Germany, Austria, Turkey, and the US. The development of this cutting-edge tool is an integral part of Mango's ambitious 'Strategic Plan 2024-2026'. Under its 'Earn' pillar, this plan aims to create substantial value through technological advancement, sophisticated data management, and the strategic deployment of artificial intelligence, alongside a commitment to operational excellence.

This initiative helps Mango focus on delivering 'hybrid experiences' that seamlessly combine traditional online browsing with natural conversations supported by AI. This approach ensures that customers can engage with fashion in a new, intuitive way, transforming every purchase into an inspiring experience. Furthermore, Mango Stylist integrates with Iris, an existing after-sales virtual assistant active in several markets, creating a single, consolidated conversational point of contact for customers. This holistic integration allows for queries to be resolved both before and after purchase, covering everything from initial style inspiration to checking order statuses.

Mango's commitment to AI extends beyond Mango Stylist. Since embarking on a €150 million digital transformation in 2018, the Spanish giant has developed over 15 machine-learning platforms (MLEs) that apply AI across various points in its value chain. These applications span critical areas such as pricing strategies, product design, and customer service. In 2023, Mango even constructed its own conversational generative AI platform, featuring chatbot-style software that responds to user queries and refines results based on user interactions. Examples include Lisa, which aids in trend analysis, collection design, and customer service processes, and Inspire, which supports the design and product teams in creating prints, fabrics, and garments, as well as assisting with visual merchandising like window dressing and interior design.

The successful launch of Mango Stylist has been a collaborative effort, made possible by multi-disciplinary teams within the business, including IT, Data, Digital Product, Styling, Design, Visual Merchandising, and Customer Service. Mango asserts that this launch solidifies its position as one of the first companies in the fashion sector to integrate a conversational assistant based on generative AI that merges stylistic advice with comprehensive customer service, marking a significant stride towards a more personalized and efficient shopping journey.