In March 2020, THE YES was launched. Created by Julie Bornstein, it is a shopping app based on artificial intelligence.
In a response to the increase in consumer demands for online shopping, this application uses AI to personalise the way customers purchase products on the Web. It extracts clothing items from brands and retailers’ website to showcase them in a feed within the app. Then, if users like what is being shown to them, they can select ‘yes’. Otherwise, they just have to tap on ‘no’.
Moreover, the application uses machine learning and artificial intelligence to improve the products being shown. How so? All the likes and dislikes are fed back to the system via a machine learning model that will be leveraged to build each personalised feed of items that users can purchase. Thus, no two recommendations are the same.
According to the former chief operating officer of clothing subscription service Stitch Fix., Bornstein advanced, “AI is simply the ability to understand consumer behaviour and act on it. The problem with e-commerce is that the infrastructure doesn't exist to do that today. You need to rebuild the tech stack”. Hopefully, with the technology being used by THE YES, this problem will be solved.
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