Amazon, the e-commerce giant, has recently revealed how it is utilizing AI technology to transform the way customers shop for apparel online. By employing large language models, generative AI, and machine learning, Amazon has introduced four AI-powered features that aim to assist customers in finding clothing that fits well—a common challenge when shopping for clothes online and a significant factor in apparel returns.
With the rise of online shopping, the average return rate for clothing is 24.4%, which is 8 percentage points higher than the overall online return rate, according to research by Coresight Research. This increase is partly due to consumers purchasing items in various sizes or colors and returning the ones that do not meet their expectations.
To address this issue, Amazon has integrated AI into the online shopping experience in four ways. Firstly, personalized size recommendations leverage AI to develop a deep learning algorithm that guides customers in finding their most accurate size across different styles. This algorithm takes into account brand size systems, product reviews, and customer fit preferences in real-time, adapting as the customer’s size needs change. However, an issue arises when a family member regularly shops for another, confusing the system about the customer’s personal size versus the child’s.
To combat this problem, Amazon introduces “Fit Review Highlights,” an extension of their AI-generated Customer Review Highlights. This feature extracts detailed information about the apparel’s fit from customer reviews, including size accuracy, garment fit on specific body areas, and fabric stretch. Large language models analyze this data and summarize it into an easy-to-read highlight, saving users time by eliminating the need to read through numerous reviews.
Moreover, Amazon leverages AI technology to improve size charts across the site. By extracting and cleaning product size charts from multiple sources, Amazon Fashion transforms the data into standardized sizes. This process eliminates duplicate information and corrects missing or incorrect measurements, resulting in more accurate size charts and better-fitting apparel.
In addition to enhancing the customer’s shopping experience, Amazon provides AI-powered insights to sellers through the Fit Insights Tool. This tool offers sellers an understanding of their customers’ fit requirements and helps improve their communication of sizing information. Large language models extract and aggregate customer feedback, returns, size chart analyses, and customer reviews, which is then utilized by machine learning algorithms to identify errors in the brand’s size charts and guide future manufacturing efforts.
These AI advancements are just a few examples of how Amazon has harnessed AI technology to enhance the online shopping experience. Beyond improving size recommendations and customer review highlights, Amazon has also introduced generative AI tools to aid sellers in writing product descriptions and enhancing product images. Moreover, the company has integrated AI into other consumer products, including Alexa and Fire TV. Through these endeavors, Amazon aims to revolutionize the way customers shop for apparel online, making the process more convenient and efficient.
The source of the article is from the blog toumai.es