Cider Ramps Up Decision-Making With AI Research Assistant
Global fashion brand Cider, known for its predominantly social-first retail strategy, is using AI to improve analytics-led decision-making across its organization.
The company recently expanded its relationship with retail intelligence platform Edited to better track trends and leverage real-time data to inform the end-to-end stages between product development and the campaign lifecycle.
Cider now leans on an AI research assistant to pull data, including competitor analysis, pricing and assortment performance. The tool provides intelligent recommendations within merchandising, helping to identify category and pricing trends. Within promotions, Cider uses the data to determine which types of products should be highlighted in a campaign.
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Eva Bu, a member of Cider's concept team, said the research is helping keep the company updated on every macro and micro trend. “These reports are backed by data, which allows us to quickly identify trends that fit the brand and are likely to deliver strong results,” she said in a statement.
Meanwhile, colleague Kexin Shen, also from Cider’s concept team, uses the reports to guide daily strategic planning and concept development. "It helps me understand competitor performance and the seasonal dynamics of different categories."
The integration has led to a unified workflow through which Cider can align creative direction with commercial strategy.
