Lyst uses artificial intelligence to predict consumer shopping preferences

Artificial intelligence is transforming how consumers search for and purchase products online by analyzing millions of user actions. The fashion platform Lyst, which aggregates offerings from 27,000 brands and stores, utilizes AI to personalize the shopping experience by processing approximately 10 million daily actions, including searches, purchases, and wishlist saves.

Lyst CEO Emma McFerran describes the platform as a “desire platform” where technology and human behavior analysis intersect. The AI aims to identify “silent criteria,” which are unstated factors influencing a purchase decision, such as the context or social setting for an item. While the technology excels at predicting these nuances, McFerran noted that AI still faces challenges in identifying negative preferences, such as when a user dislikes a product without explicitly stating so on the platform.

Data also indicates a shift in consumer behavior, particularly among Gen Z, who are increasingly prioritizing aesthetic styles and combinations over specific brand names.