What: Mango launches AI-powered fashion assistant across nine markets to provide personalised styling recommendations and product inspiration as part of its 2024-2026 technological transformation strategy.

Why it is important: This initiative capitalises on the rapidly growing AI retail market, projected to expand at 23% annually through 2030, while meeting evolving consumer expectations through integrated, personalised shopping experiences.

Mango's introduction of its AI-powered fashion assistant, Mango Stylist, marks a significant advancement in retail personalisation technology. The system, now available across nine markets primarily in Europe and the US, focuses on providing tailored product recommendations and styling inspiration for the women's line. This launch is part of Mango's comprehensive 2024-2026 strategy, emphasising technological development, data management, and artificial intelligence to enhance operational excellence. The AI assistant's integration with the existing after-sales virtual assistant Iris creates a unified conversational point for customers, streamlining both pre- and post-purchase interactions. This development demonstrates Mango's commitment to innovation in improving the customer shopping experience, positioning the company among the first retailers to implement a conversational assistant powered by generative AI that combines personalised advice with customer service capabilities. The multi-disciplinary approach, involving teams from IT, data, digital product, styling, design, visual merchandising, and customer service, underscores the comprehensive nature of this technological transformation.

IADS Notes: Mango's launch of its AI fashion assistant aligns with broader industry trends in retail transformation. As observed in March 2025, 38% of global consumers are already actively using AI for shopping decisions, with 80% reporting positive experiences, validating Mango's timing. The initiative addresses a critical market need, as 71% of consumers now expect personalized interactions, while 73% feel overwhelmed by traditional online shopping choices. The company's strategic approach to implementation is particularly noteworthy given that only 10% of retailers successfully scale their AI applications, despite 87% of implementing companies reporting revenue increases of 6% or more. Mango's integration of the Stylist tool with its existing after-sales assistant Iris reflects industry best practices, where successful retailers are achieving 15-30% improvements in customer service efficiency through integrated AI solutions. This launch comes at a pivotal time when the global market for AI in retail is projected to grow at 23% annually through 2030, suggesting Mango's multi-market rollout could position it favorably in the evolving retail landscape.

Mango launches AI fashion assistant in latest personalisation push