Who What Wear Introduces AI-Powered Shopping With “ISA”
Future, the global leader in specialist media, today announced the beta launch of Who What Wear’s new Intelligent Shopping Assistant, “ISA.” An interactive chatbot using generative artificial intelligence trained on Who What Wear’s industry-leading editorial expertise, ISA provides shoppers with tailored fashion and beauty product recommendations for every budget.
ISA makes shopping for a new look as easy as asking a question, answering user queries based on Who What Wear’s expert shoppable reviews, buying guides, and product recommendations.
ISA has been specifically built for digital audiences looking for:
- Trusted shopping recommendations – ISA provides top recommendations for specific items users want to shop and style, such as “dress ideas for a fall wedding,” “best ballet flats,” or “red lipstick.”
- What’s trending – ISA’s built-in prompts allow audiences to kick off a conversation based on the latest trends and Who What Wear’s most popular content. Catering to users uncertain about what item they want.
“At Who What Wear, we love leaning into technology to bring the user experience across our platforms to a new level,” said Hillary Kerr, Senior Vice President of Women and Luxury at Future. “We are excited about the potential of AI to amplify our best-in-class editorial content, and make it even easier for our audiences to find and discover the top fashion and beauty products and insights our Who What Wear audience come to us for every day.”
“Who What Wear is known for its expert shopping recommendations across fashion and beauty, and ISA is all about providing our audience with a new way to shop smarter,” said Kat Collings, Editor in Chief of Who What Wear US. “Especially as we head into the busy holiday season, ISA is an incredible AI-powered resource to help our audience source editor-approved gifts more quickly and efficiently.”
Further, Future announced plans to integrate advertisers and brands looking to leverage ISA’s cutting edge technology to reach Who What Wear’s audience of highly engaged fashion lovers in a unique and efficient way.
“Future is a prime destination for brands looking to reach consumers during key phases of the customer buying journey,” said Elizabeth Bagdasarian, Senior Vice President of US Sales at Future. “With ISA, we’re leading the way in supplying advertisers with an opportunity to experiment with AI alongside us, while reaching high-intent consumers and supporting the expertise and trust of the dedicated and talented team of editors that make up Who What Wear.”
Audiences can start engaging with ISA here. Future will continue to improve ISA over time, taking user feedback and insights into account. Users interested in learning more about ISA can find details on Who What Wear.