We have artificial intelligence everywhere. Amazon is no stranger to this technology: after using it to improve product reviews, the company has shared what will be one of its great additions: helping you buy clothes in your size.
Thanks to the use of generative AI and machine learning, Amazon wants customers to find clothes that fit them well on the first try. According to a study published by Coresight Research, clothing returns have increased significantly in the past two years. This is not surprising: we are increasingly buying online and return processes are also less cumbersome.
To avoid unnecessary returns, Amazon has introduced the following series of improvements:
Personalized recommendations through AI
According to Amazon, they have developed an algorithm that “takes into account the sizing relationships between brands and their size systems, reviews and other details, as well as the customer’s own preferences”. Essentially, it will serve to recommend you the size that best fits you in real time. The algorithm learns from styles, size charts, and the opinions of millions of customers. It also takes into account the sizes you have previously purchased.
Customer Reviews Based Comments
In each size you choose, Amazon will generate a review based on real opinions written by users who have purchased that piece of clothing. For Amazon, the goal is to guide customers so they “can determine how a garment will fit them”.
Reimagining Size Charts
Artificial intelligence will help make size charts more accurate and useful for buyers. Through this technology, data from different sizes and brands are extracted and transformed to create a new standardized chart, much clearer and easier to read. In summary, it will eliminate the need to compare sizes or measurements between different clothing items: an M is an M everywhere.
Brands also benefit from AI
Understanding what lies behind returns is essential for the brand. Amazon has developed a new tool called Fit Insights, which extracts customer feedback on the garments they purchase. With this data, the brand can better understand the reasons for a return and improve based on it.
