Guess Pilots AI-Automated Product Catalog Optimization
Guess is testing out a new platform that allows it to use an AI assistant to automate catalog tasks, including product onboarding, categorization and error resolution.
The company is working with Microsoft's Copilot Studio for this effort. The platform can also optimize product attributes from images with social insights. Using the technology, Guess can turn its product data into more templated, structured insights to help drive hyper-personalization through improved discovery and recommendations across the consumer experience.
David Torrecilla, head of innovation at Guess, said in a statement that the template works as a backbone for the company's shopping experiences, turning "product details into meaningful insights that help shoppers discover styles in real time, receive tailored recommendations and explore complete looks.”
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The initiative is a foundational step in preparing the organization for an industry-wide increase in agentic commerce, which could lead to up to $1 trillion in orchestrated revenue by 2030 in the U.S. B2C retail market, with global projections reaching as high as $3 trillion to $5 trillion, according to McKinsey & Co.
Apparel and accessory brand Guess, established in 1981 by the Marciano brothers, sells its products globally through its own branded stores and its direct-to-consumer e-commerce site, and also has a presence in major department stores, including Macy's and Nordstrom.
