Fashion Technology & Ai
How Stitch Fix Uses AI and Generative Technology to Make Shopping Smarter
Many businesses are just starting to build a plan for using artificial intelligence (AI). But from the very beginning, Stitch Fix was built with data science at its core. The company believes that people and machines work better together when each does what it does best. That belief is used across the entire business — in how clothes are picked for clients, how warehouses run, how stock is managed, and even how new items are created.
Today, Stitch Fix is also using one of the newest forms of AI: generative AI. This type of AI can create new content like writing, pictures, or even music. It works by learning from large amounts of data. For Stitch Fix, generative AI helps with tasks that used to take a lot of time, like writing product descriptions or ad copy. This gives human experts more time to do things that need emotion, judgment, and creativity — such as understanding a client’s unique fashion style or writing in a personal tone.
How Generative AI Is Being Used at Stitch Fix
Generative AI is already helping in several ways, especially by working with the over 4.5 billion pieces of text feedback received from clients. These texts often include personal preferences, feedback, and style notes. The work is mainly divided into three parts:
1. Understanding Client Feedback with Language Embeddings
OpenAI’s GPT-4 and similar tools are trained to understand and generate human-like language. One key feature is their use of embeddings. These are math-based ways of turning words or sentences into numbers, helping computers understand what the text means.
Stitch Fix uses these embeddings to help algorithms read and understand what clients say in free text. When a client asks for a "Fix" (a personalized box of clothing), the system reads what the client has written about size, style, or past likes and dislikes. The AI then picks a short list of items that match those needs. Stylists then choose the final clothes from that list.
This saves time and helps stylists avoid digging through thousands of items. It also leads to better choices that match the client’s unique style.
2. Writing Product Descriptions with AI
When selling clothes online, each item needs a clear description. These descriptions tell the client about the fit, fabric, use, and what kind of event it’s best for.
Before AI, writing descriptions for thousands of items took weeks or even months. Now, Stitch Fix uses OpenAI’s GPT-3, which was trained on high-quality product texts, feedback from clients, and details from clothing brands.
The AI can now write 10,000 new product descriptions in just 30 minutes. Each one is quick to review — taking less than a minute. Experts still read and approve them to make sure they are clear and correct. This method also allows the company to test different versions of descriptions to see which ones work best for clients.
3. Making Better Ads with GPT-3
Advertising is one of the most important ways to reach new customers. Stitch Fix often uses social media platforms like Facebook and Instagram to show outfits. Each ad needs a short, catchy line (headline) that grabs attention.
Before using AI, it took up to two weeks to write and plan these ad campaigns. Now, using GPT-3, the team simply inputs product details and style keywords. The AI creates several versions of the text. Experts then quickly review them. Today, 77% of ad copies created by AI pass review on the first try. This saves a lot of time and lets the team test more ideas than ever before.
Helping Stylists with Client Notes
Some Stitch Fix clients have received dozens — even hundreds — of clothing boxes over time. They’ve left many notes with feedback. Reading and remembering all that feedback can take hours.
With GPT-4, Stitch Fix now turns all that feedback into a short, easy-to-read summary. Stylists can then quickly understand what each client likes or dislikes and use that to make better choices. This helps give each client a more personal and satisfying experience.
Why This Approach Works
This AI system still includes human experts. Writers, stylists, and merchandisers all check, improve, and approve AI suggestions. This is called an "expert-in-the-loop" method. It lets AI handle repetitive tasks while people focus on creativity, relationships, and judgment.
This approach not only saves time but also improves accuracy, client satisfaction, and personalization. AI doesn’t replace humans — it supports them to do their best work.
The Future of Fashion with AI
AI in fashion is not just a trend — it’s changing the industry. With tools like GPT-4 and smart recommendation systems, companies like Stitch Fix are setting new standards in personalized shopping, fast content creation, and client-centered service. As generative AI continues to improve, even more tasks may be automated, freeing up humans to focus on innovation, creativity, and personal connection.
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