Thanks to powerful technology, brands can now use a customer's profile to provide guided recommendations that they are more likely to buy, cutting down irrelevancy and reducing choice overwhelm

Online shopping is a double-edged sword—while it's now easy to shop for nearly any product imaginable, there can be too many sites, retailers and items to choose from. This often leads to a kind of “content fatigue,” or consumer apathy when they have too many options and too much information to parse.

But innovative brands are starting to overcome this obstacle with guided recommendations, which are powered by AI technology. Instead of leaving shoppers to their own devices, retailers can now tailor search results and featured items, which cuts down on content fatigue and streamlines the ecommerce process.

Frankie Collective
Women's streetwear site Frankie Collective narrows down customer searches with a built-in, AI-enabled assistant. The feature gives styling advice, suggests similar products and filters by size and color. Frankie even keeps track of the items each customer clicks on, allowing the discovery process to flow seamlessly with each visit.

The North Face
The popular outerwear brand has a chatbot on its website that recommends relevant products. Using mobile-optimized AI, it narrows down items based on a customer's needs, which it determines based on a series of questions. At the end, only the most suitable items will be suggested for purchase.

H&M
Clothing retailer H&M uses a strategy similar to The North Face, but through the messaging app Kik. Users answer a few quick questions and then the retailer responds with guided recommendations through the app's interface. Shoppers can click through to the site and also share results with other Kik contacts.

H&M


Lead image: stock image from Stanisic Vladimir/Shutterstock

Online shopping is a double-edged sword—while it's now easy to shop for nearly any product imaginable, there can be too many sites, retailers and items to choose from. This often leads to a kind of “content fatigue,” or consumer apathy when they have too many options and too much information to parse.

But innovative brands are starting to overcome this obstacle with guided recommendations, which are powered by AI technology. Instead of leaving shoppers to their own devices, retailers can now tailor search results and featured items, which cuts down on content fatigue and streamlines the ecommerce process.