The launch aims to help improve the way people shop for luxury items online, shifting the burden of product discovery from consumer to artificial intelligence. Instead of requiring shoppers to browse thousands of products to discover what they want, the AI stylist makes the recommendations based on user preferences.

Whether they’re searching for a business meeting, a formal event, or everyday life, customers just need to describe the luxury fashion they have in mind. The AI will analyze each request and deliver recommendations based on occasion, budget, preferred designer brands, dress code, colors, season, and shopping goals.

“Luxury shopping has remained largely unchanged for decades,” said Ali AlShuwaikh, founder and CEO of Brands Seekers, which was founded in 2023. “Customers still spend valuable time searching through thousands of products, comparing styles, and trying to imagine how different pieces work together.”

“We wanted to create a shopping experience that begins with understanding the customer rather than asking them to search endlessly,” he said. “By making our AI Personal Stylist available in 38 languages, we’re making intelligent luxury shopping more accessible to customers around the world.”

The company said its AI Personal Stylist recommends exclusively from the products available in its live catalog, which is not just limited to apparel, but also includes footwear and accessories. Every item that the AI generates can be purchased, Brands Seekers said. Shoppers can also replace individual products within a recommendation without having to rebuild the entire outfit.

The launch joins other retailers in the industry that have leaned on AI to make the shopping experience more personalized. Whether or not this would be warmly received by shoppers remains to be seen.

In the U.S., for example, many shoppers seem to have a bad experience with AI in retail. Trustpilot, which recently analyzed the sentiment of 4.5 million reviews on American retail, found that around 60 percent of posts that mention AI only have a one-star review.

“What retailers need to understand is [how to balance] cost considerations and the scalability that gets unlocked with AI against the potential kind of loyalty or reputation risks if that AI is creating a poor consumer experience,” Taylor Cunningham, vice president of US marketing at Trustpilot, previously said.

Nevertheless, AI can be good for the bottom line, since it can make processes more efficient. If retailers in Europe integrated AI in every stage of their business in the next five years, for example, the European retail industry could see a boost in its operating profits, ranging from 240 billion euros ($276.5 billion) and 320 billion euros ($368.7 billion), according to a report from McKinsey & Company.