Westfield to launch first ever AI powered “Trending Store”

Unibail-Rodamco-Westfield is set to launch “The Trending Store”, the first ever AI powered fashion boutique to sell items trending online in real time.

The shopping centre giant has partnered with trends experts Next Atlas to create the high-tech concept boutique, which will run from July 3 – 7 in Westfield London to celebrate the centenary of charity Save the Children.

The Trending Store uses machine learning to determine “trend originators” from across social media, spotting influencers who adopt key trends early and curating a range based entirely on what is trending.

It will use live data to serve up an ever-changing range of 100 items, in reference to Save the Children’s 100th year, while stylists will be on hand to hunt out the stock from across the shopping centre.

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“Traditional retailers have always used stores to gather customer information,” Next Atlas’ managing director Mario Coletti said.

“The Trending Store is revolutionising store management by using Next Atlas’ platform to make stores a destination of data science rather than a source of it. It’s a pioneering example of how AI will be relevant for customers as well as a way to make stores more effective in generating enhanced customer experiences.”

Westfields chief marketing officer Myf Ryan added: “We know that the UK is shopping online, but we’re also seeing and hearing from consumers that they crave the human factor that shopping in person provides – the ability to touch, feel, try and seek advice, to ensure the products are right for you,”

“The Trending Store provides the best of both worlds via a unique shopping experience, one that we believe represents the way we will all be shopping in the future.”

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