Mango becomes AI pioneer with new virtual assistant ‘Mango Stylist’

Fashion powerhouse Mango is bringing artificial intelligence (AI) to the forefront of fashion retail with the launch of Mango Stylist - a virtual assistant designed to deliver a more personalised and intuitive online shopping experience.

Currently available across nine key markets, including the UK, US, Spain, Portugal, France, Italy, Germany, Austria and Turkey, the tool supports the brand’s Womanwear line, with plans for future expansion.

The launch is part of Mango’s 2024–2026 Strategic Plan, specifically its 'Earn' pillar, which aims to create value through technological innovation, data-driven decision-making and operational excellence.

The tool’s conversational interface allows shoppers to browse and buy with ease, while also supporting them pre- and post-purchase. It integrates with Mango’s existing virtual assistant Iris, providing a seamless customer journey from styling advice to order tracking, and bringing the brand closer to its vision of a single conversational point of contact.

With Mango Stylist, the Barcelona-based retailer positions itself as a pioneer in merging AI and fashion retail at scale.

Mango Stylist is embedded within Mango’s e-commerce platform and Instagram account, where it engages users in natural, conversational interactions. The assistant offers styling tips, product pairings and real-time trend inspiration - all tailored to the customer’s preferences.

Since 2018, Mango has developed over 15 machine-learning platforms to embed AI across its operations — from pricing strategies to design support. In fact, for the 2024 financial year, Mango reported its high rate of investment, with it having already invested €219 million (£183 million) out of €600 million (£503 million) in its strategic plan until 2026, which represents the highest investment in its history.

Mango Stylist is expected to drive stronger engagement and more tailored shopping journeys in an increasingly competitive global fashion market. It'll add to Mango's continued success. Back in March, the retailer reported a 7.6% increase in turnover to €3.339 billion (£2.8 billion) for 2024, with its international business accounting for 78% of total revenue.