AI Agents Are Revolutionizing Fashion Search and Ecommerce

For decades, online shopping has relied on the traditional search bar, requiring users to guess keywords and navigate irrelevant results. However, generative AI tools like ChatGPT and fashion-focused search startups are rapidly changing how consumers discover products.

The Shift in Consumer Behavior

A 2024 study by Forbes reveals that over 60% of Gen-Z shoppers now begin their product searches outside Google or Amazon. Instead, they turn to TikTok hauls, Google Lens, Pinterest boards, private chats, or resale platforms. These users prioritize vibe, value, and social context over rigid dropdown filters, making traditional e-commerce search tools feel outdated.

Phia: A Gen-Z Shopping Assistant

Launched on April 24, Phia is a browser extension and app co-founded by Phoebe Gates and Sophia Kianni. It acts as a digital shopping assistant, comparing prices across 40,000+ marketplaces, including new and secondhand products.

• Key Feature: "Should I Buy This?" analyzes product data, market history, and resale listings to determine fair pricing.
• Real-Time Resale: Integrates listings from platforms like The RealReal, Poshmark, and Vestiaire Collective.
• Funding: Raised $850,000 from investors like Kris Jenner, Sara Blakely, and Joanne Bradford.

Daydream: Natural Language and Image Search

Set to launch in June, Daydream enables search via natural language and images. Users can ask questions like, "What should I wear to a summer wedding in Costa Rica?" or upload an image with requests like, "I want this in blue."

• Brand Partnerships: Onboarded 2,000+ brands, including Net-A-Porter, Jimmy Choo, and Alo Yoga.
• Funding: Secured $50 million in seed funding from Forerunner Ventures, Index Ventures, Google Ventures, and True Ventures.

The Future of AI-Powered Shopping

OpenAI is also entering the space, with ChatGPT now offering real-time product suggestions in fashion, beauty, and home goods. Recent updates include:

• Shopify Integration: Embedded price, shipping, images, reviews, and checkout buttons.
• GPT-4o Model: Provides personalized recommendations via natural language queries.
• Search Volume: ChatGPT handles over a billion web searches weekly, positioning it as a competitor to traditional search engines.

Implications for Brands

Jess Meher, SVP of Marketing at Loop Returns, emphasizes that brands must adapt their product data, image galleries, and copy to align with AI-driven search. "AI can surface or bury a product based on these signals," she warns.

As AI continues to reshape e-commerce, the key takeaway is clear: The future of fashion search is conversational, visual, and context-aware.