ASOS incorporated a similar application in their app, although it goes even further. Through visual search technology, app users can upload a picture of the product they are searching for, which is then analyzed to find cross-references in the ASOS inventory. This closely taps into the growing needs of people spotting clothes and fashion items on TV or when worn by celebrities, and wanting to shop for a similar style. By identifying the shape, color and pattern, ASOS’ AI technology pushes the most relevant results from its collection.

Another example is UK-based fashion retailer Thread, whose core premise is to pair customers tailored recommendations on a weekly basis, based on the customers’ stylistic preferences. Customers can upload pictures of their favorite styles and clothes, which Thread’s AI system – also known as Thimble – uses to spot patterns to find the right item, in the right size.

But the assistance also comes with a ‘phygital’ layer. Amazon launched its Echo Look, the first AI style assistant in the comfort of your own bedroom. The technology allows to capture your outfit (picture and video) through voice command, allowing your inner fashionista to emerge and keep a diary of your favorite looks. Not sure what to wear? Echo Look also provides style advice (no more need to check with your partner); simply upload two pictures and it will give recommendations based on current trends and what flatters you.

AI store assistant

AI can also assist in-store; an example is Macy’s in-store shopping assistant. The mobile webtool provides shoppers with real-time information as they move around the store. Customers can ask questions ranging from where specific products are located to which services are available in a particular store.

At a Store of the Future event, luxury e-commerce platform Farfetch demonstrated the use of connected clothing racks and smart mirrors. The connected clothing rack records which items customers pick up and stores them in an app, thus allowing customers to keep track of what they like when shopping, while the smart mirror allows shoppers to request a different size, look for items to finish their look, and even pay without leaving the dressing room.

It is clear that esthetics and tech are blending, and that AI is transforming the fashion industry as we speak. Tech and fashion go hand in hand, which is also something InSites Consulting found in a study together with Condé Nast, which revealed that people with an interest in fashion are also more likely to adopt new technologies, bringing many opportunities for tech-fashion.