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Total Retail Features Gigliotti’s Article on The Promise of Perfect ‘Fits’ Hero Image

Total Retail Features Gigliotti’s Article on The Promise of Perfect ‘Fits’


Total Retail, an online publication dedicated to providing insights and information about the retail industry, has published Peter Gigliotti‘s article, “The Promise of Perfect ‘Fits'”.

The Promise of Perfect ‘Fits’

How AI is transforming the online shopping experience


To understand the profound impact that generative artificial intelligence is having, and will continue to have, on online shopping, consider this simple question: When buying an article of clothing, which would you prefer — something off the rack or tailor-made? Undoubtedly, the latter option holds great appeal. This is where the exciting promise of generative AI comes into play: marketing that’s customized to align precisely with the individual tastes and preferences of consumers. It’s not about throwing generic offerings into the digital abyss; instead, it’s about intelligently targeting individuals.

In essence, it’s about delivering the promise of a perfect “fit” every time — and we’re not just talking about literal fit (I’ll explore that later), but products that seamlessly align with a person’s style, budget, aspirations, and even their dreams, spanning categories from clothing to housewares and everything in between.

Creating the Magic

At this year’s Shoptalk event — held in Las Vegas, a place that’s all about risk taking, in stark contrast to AI, which is largely about reducing risk — a number of CEOs and presidents of large brands and retailers expounded the virtues and potential of generative AI. One president summarized its transformative power simply: “Imagine if every customer experience is magical.”

So how does generative AI create this magic? It gains a better understanding of each online shopper using click streams and online shopping journeys, customer service inquiries and other behaviors, and an extreme volume of data to create a personalized experience for each individual — an experience that features customer-specific imaging, text, audio, videos and more.