Spanish fashion retailer Mango has introduced a generative AI-powered virtual fashion assistant, Mango Stylist, to enhance the personalised shopping experience.

The tool is simplifies and personalises the process of discovering and combining garments. It is currently available for the Woman line in nine markets: Austria, France, Germany, Italy, Portugal, Spain, Turkey, the UK and the US.

Mango Stylist's advanced algorithms can understand each user's context and personal tastes and deliver customised product recommendation.

It enables customers to explore the latest trends and discover Mango product combinations through chat on its e-commerce platform and Instagram account.

This initiative is part of Mango's 4E 2024 tp 2026 Strategic Plan, which aims to create value through technological development, data management, AI and operational excellence.

The development of Mango Stylist is a result of collaborative efforts by multi-disciplinary teams in customer service, data, design, digital product, IT, styling and visual merchandising.

It complements the after-sales virtual assistant Iris, creating a unified conversational contact point for customer queries.

The new launch is described as reinforcing "Mango's position as one of the first companies in the sector to integrate a conversational assistant based on generative AI that combines stylistic advice with customer service”.

The fashion retailer has developed 15 internal machine-learning platforms that apply AI across its value chain in pricing, service and personalisation.

In June 2025, Mango inaugurated its 50th directly-operated storefront in Washington Square, Portland, in the US state of Oregon.