J. Crew debuts new AI shopping tool that’s designed to think like a stylist

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J. Crew's new AI-enabled Style Advisor, which uses Anthropic's Claude models, aims to bring in-store styling advice to online shopping.

Over the course of four decades, J. Crew’s style has woven cashmere cardigans, tweed jackets, and other preppy staples that have attracted high-profile fans including Michelle Obama, Demi Moore, and Meghan Markle.

Throughout the apparel brand’s history—beginning as a catalog, then growing to become a physical and omnichannel retailer—those styling decisions were made by humans. But beginning today, there’s artificial intelligence at work too.

On Wednesday, J. Crew announced a new consumer-facing, AI-enabled tool called Style Advisor, which runs on a collection of Anthropic’s models. Style Advisor is trained on data from thousands of outfit pairings from the company’s photo shoots and J. Crew’s styling principles, outfit and accessories pairings.

“It’s not just about the piece that you’re looking for, but how to style it,” says Danielle Schmelkin, chief information officer at J. Crew. “What those stylists bring to the table—and really recommend more than just the item that you may have picked up when you walked into the store—we are really looking to create that online.”

As more shoppers gravitate to agentic shopping, with more than 50% of global consumers using AI to buy goods within the past three months, new tools have proliferated ranging from Meta Platforms’ Muse agent and Alexa for Shopping from Amazon to AI shopping assistants created by retailers including Lowe’s, Ulta Beauty, and Macy’s.

But while 56% of consumers say they use AI chat or search tools including Anthropic’s Claude or OpenAI’s ChatGPT, only 27% are gravitating to retailer-created AI shopping assistants, according to consulting firm McKinsey.

“I think the visual piece is really important,” says Schmelkin of the distinctive edge that she promises Style Advisor will offer. In the future, the tool will also pull in data from a consumer’s past purchase history, allowing Style Advisor to make even more personalized recommendations, replicating that’s already possible during the omnichannel shopping…

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