Stitch Fix Says AI Images Support Growth as Customers Share Them

A new artificial intelligence-powered tool that lets shoppers see how they would look in different outfits is resonating with clients, Stitch Fix CEO Matt Baer said Thursday (Dec. 4).

“We’re seeing engagement from our clients that far exceeded our expectations when we rolled out the beta just a couple of months ago,” Baer said during the company’s quarterly earnings call.

Stitch Fix announced the AI-powered visualization tool called Stitch Fix Vision on Oct. 6, saying it gives customers personalized imagery of their likeness in an array of shoppable outfit recommendations based on their style profile and the newest fashion trends.

Aside from seeing their likeness in a variety of styles, customers can see themselves in a range of locations, such as on a city street or at the beach, to help them visualize how outfits will look in different environments.

Baer said during Thursday’s call that the experience is “completely shoppable” and that the images can be shared across social media platforms.

Clients are using the tool in different ways, Baer said. Some purchase directly from the Stitch Fix Vision image, some share images with their Stitch Fix stylists to inform the next outfits they will receive, and some share images across social platforms.

“They’re sharing it with friends and family, and it’s creating a bit of virality and organic growth for us from a client acquisition standpoint as well,” Baer said.

Stitch Fix Vision has joined several other AI-powered tools the company has deployed, including client-facing tools and behind-the-scenes ones.

Baer highlighted the company’s AI Style Assistant that uses generative AI to engage in dialogue with clients and help them articulate their preferences to their stylists.

He also pointed to gen AI tools that help different Stitch Fix teams with things like private-brand product development, inventory management, trend forecasting and pricing. For example, the product development tool enables the company to bring products to market faster, while the pricing tool helps it ensure prices are profitable for the company and satisfactory for the client.

“AI is not new to Stitch Fix,” Baer said. “When we launched nearly 15 years ago, we disrupted retail with a proprietary data-driven approach. Over time, we’ve amassed billions of insights on our clients’ fit, style and budget preferences that, combined with the human judgment of our stylists, enable us to uniquely deliver ultra personalization at scale.”