Musinsa is expanding its artificial intelligence (AI) service that analyzes external fashion and beauty trends to suggest products. Instead of relying on purchase history, the service will allow users to find items using search filters that reflect their situation and style, with plans to apply this across all categories by the end of the year.
On November 4, Musinsa announced that it has broadened the application of its 'AI Trend Curation' to 12 categories in fashion and beauty as of October 22. The service, which was first introduced in June for the cap and baseball cap category, uses AI to analyze trends outside the platform to recommend products. Consumers can explore related items by clicking on familiar filter buttons such as 'face-obscuring hats,' 'effortlessly styled caps,' and 'running season.'
In fashion, the range has expanded beyond caps and running shoes to include knitwear, sweatshirts, denim pants, and training joggers. It has also been applied to winter outerwear, including lightweight padding, short padding, long padding, winter single coats, and fur coats. In beauty, it was first applied to the essence, serum, and ampoule categories, with plans for further expansion across all categories by year-end.
The usage rate of filters in the newly applied 10 categories increased by an average of 14% and up to 21% in the ten days following implementation. In similar categories where the service was not applied, filter usage rates either remained unchanged or decreased during the same period.
In the cap and baseball cap category, 47% of selections from the AI Trend Curation focused on 'face-obscuring hats,' a figure that rose to 54% by the end of September. Other popular selections included 'mesh trucker caps' and 'running season.'
A Musinsa representative stated, "After introducing AI Trend Curation in the first half of the year, we observed that customers prioritize context, such as situation and style, when choosing hats. We plan to offer AI curation that more accurately interprets customer situations and the latest trends across fashion and beauty in the future."
Meanwhile, Musinsa plans to enhance its proprietary image recognition AI model to improve search accuracy and expand the service's application range. In the fourth quarter, it will introduce additional search result filters and sorting functions, and it aims to implement image search on 29CM as well.
* This article has been translated by AI.
Copyright ⓒ Aju Press All rights reserved.