Mango Launches its First Personalized AI Stylist

Mango is blending fashion and tech like never before. The world of fashion retail is evolving rapidly, and Mango is leading the charge with the launch of Mango Stylist, an innovative AI-driven virtual assistant designed to revolutionize how customers discover, combine, and shop for clothing. This bold new tool leverages the power of generative artificial intelligence to deliver a uniquely personalized and inspiring shopping journey for every user.

A New Standard in Fashion Technology

Mango Stylist is described as "a pioneering conversational tool in the sector that recommends products according to the user's tastes, provides styling inspiration, and shows the latest fashion trends", said Mango. Currently, this virtual stylist is available for Mango’s Woman line in nine key markets: Spain, Portugal, the United Kingdom, France, Italy, Germany, Austria, Turkey, and the United States. Its launch marks a significant leap forward for the brand, reshaping the fashion retail landscape and setting a new benchmark for digital customer service.

What truly differentiates Mango Stylist is its ability to move far beyond basic product suggestions. The assistant employs advanced algorithms that grasp both the context and the personal tastes of each user. "Mango Stylist uses innovative algorithms to understand the context and personal tastes of each user, offering them product recommendations tailored to their preferences", said the company. Customers can explore the latest trends and discover complete looks through natural, intuitive chat conversations, whether on Mango’s e-commerce platform or its Instagram account.

A Seamless Hybrid Shopping Experience

Mango’s approach is all about blending the best of both worlds: traditional browsing and AI-powered conversations. "This initiative reflects Mango's ongoing commitment to innovation and the cutting edge in the world of fashion, focusing on hybrid experiences that combine traditional browsing with natural conversations supported by artificial intelligence" said Mango. The result is a seamless, engaging shopping experience where customers can "interact with fashion in a new and natural way, making every purchase an inspiring experience" said Mango.

Unified Customer Support from Start to Finish

The development of Mango Stylist was a collaborative effort, involving IT, Data, Digital Product, Styling, Design, Visual Merchandising, and Customer Service teams. A key feature is its integration with Iris, Mango’s existing after-sales virtual assistant. This creates a unified conversational platform that supports customers throughout their entire shopping journey. Now, queries can be resolved "both before and after purchase, from the search for inspiration to querying the status of an order", said Mango.

Leading the Way in Retail Innovation

With this launch, the company positions itself as one of the first in the industry to introduce a conversational assistant powered by generative AI that brings together stylistic recommendations and customer support. This initiative is closely aligned with the company’s broader strategic plan, which emphasizes creating value through advancements in technology, effective data management, artificial intelligence, and a focus on operational excellence.

Building a Phygital Future

Mango’s vision is to create "a phygital ecosystem of experiences, services and products that synchronises and converges the capabilities and opportunities in the physical and digital worlds, at all times aimed at providing the best service to its customers", said Mango. This strategy includes digitizing the entire product lifecycle, from initial collection briefing through design, patternmaking, sales, transport, and distribution.

A Proven Track Record of Innovation

Since 2018, Mango has developed more than 15 machine-learning platforms applying AI across pricing, design, and customer service. Internal platforms like Lisa and Inspire support employees, partners, and designers, further reinforcing Mango’s commitment to innovation.

Looking Ahead

Founded in Barcelona in 1984, Mango has become a global fashion leader, closing 2024 with a turnover exceeding 3.3 billion euros and operating in over 120 markets. With Mango Stylist, the company is not just keeping pace with the digital age; it’s setting the pace, ensuring that every customer can enjoy a smarter, more personalized, and more enjoyable shopping experience.