Michael Kors debuts Mastercard generative AI shopping tool

Michael Kors is implementing a generative AI customer assistant.

Michael Kors is the first retailer to utilize a next-generation customer assistant from Dynamic Yield, a Mastercard company.

The luxury brand is making the Dynamic Yield by Mastercard Shopping Muse solution available to consumers through a global integration on its website. Based on generative AI and initially announced in November 2023, Shopping Muse combines contextual and behavioral insights to produce recommendations that are based on the retailer’s keywords, visual cues, and the consumer’s own personal intent and affinities. 

For example, a customer could receive personalized product suggestions based on search terms such as “cottagecore” or “beach formal.” Shopping Muse recommendations are designed to match an individual consumer’s unique characteristics and builds on the conversation’s context over time to hone search results and match unusual queries. 

It analyzes session browsing history and/or past purchases to better estimate an individual shopper’s future buying intent, and also takes broader shopper trends into account. Using integrated image recognition tools, Shopping Muse can also recommend relevant products to Michael Kors customers based on visual similarities to others, even if they lack the right technical tags. 

As a result, Michael Kors hopes to create an online shopping environment that more closely matches the personalization of the in-store experience. According to Dynamic Yield, initial tests showed Shopping Muse generated around a 15-20% higher conversion rate than traditional search queries.

“As a trailblazer in ready-to-wear fashion, Michael Kors is a perfect example of how to put our ready-to-use technology to use,” said Dynamic Yield CEO Ori Bauer adds. “Shopping Muse is helping translate the signature Michael Kors service to the digital world, delivering a satisfying shopping experience as singular and impactful as the brand’s aesthetic.”

“Solutions like Shopping Muse are the next natural step in the retail revolution and are core to putting the consumer back at the center of the journey,” said Raj Seshadri, president of Data & Services at Mastercard. “At Mastercard, we’re putting technology and machine learning to work to deliver better outcomes for both brand and consumer.” 

[Read more: FTC acts to block Coach parent’s acquisition of Michael Kors owner Capri Holdings]