Mango has launched a new AI-powered personal stylist designed to elevate the online shopping experience. CalledMango Stylist, the tool offers fashion advice and outfit suggestions based on each user's preferences, creating a more interactive and intuitive way to browse.

Available through the Mango app and Instagram chat, the assistant uses natural language to provide styling tips and product recommendations tailored to the individual. It builds on Mango's previous investment in generative AI and complements its existing customer service assistant, Iris.

The rollout is part of Mango's broader 4E Strategic Plan, which prioritises technological innovation and customer engagement. By integratingMango Stylistinto its e-commerce platforms, the brand aims to streamline shopping and drive value across key markets, including the UK, Spain, Germany and the US.

Behind the scenes, Mango's digital, data, and fashion teams collaborated on the project, drawing from over 15 machine learning platforms to fine-tune everything from pricing to product suggestions. The fashion chain sees this development as a major step towards delivering a seamless hybrid shopping experience.