AI Agents Are Revolutionizing Fashion Search and Ecommerce
AI-powered tools such as ChatGPT, Phia, and Daydream are transforming fashion search, forcing brands to adapt to new consumer behaviors.
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prioritize vibe, value, and social context over rigid dropdown filters, making traditional e-commerce search tools feel outdated.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:
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About the Author
Michael Rodriguez
AI Technology Journalist
Veteran technology journalist with 12 years of focus on AI industry reporting. Former AI section editor at TechCrunch, now freelance writer contributing in-depth AI industry analysis to renowned media outlets like Wired and The Verge. Has keen insights into AI startups and emerging technology trends.