Artificial intelligence transforms consumer research and shopping experiences

Artificial intelligence is fundamentally altering how consumers research and purchase products. In the broader retail sector, AI tools like ChatGPT and Claude allow customers to conduct extensive research, compare prices, and narrow down choices before interacting with sales staff. While these tools provide high levels of information, experts suggest that the most effective customer experiences focus on providing reassurance and helping buyers validate their research to reduce decision-making anxiety.

In the fashion industry, specific advancements such as Kivisense are introducing AI-powered live try-on experiences. This technology utilizes augmented reality and photo try-on capabilities to allow users to preview clothing in real time. By analyzing body position and clothing shapes, these digital tools enable shoppers to experiment with different styles and combinations from home, aiming to increase convenience and personalization in online fashion retail.