Goddiva launches AI assistant for tailored, smarter fashion shopping

Goddiva has launched an AI-powered shopping assistant, Goddiva AI, designed to make online fashion shopping more conversational and personalised.

The new assistant is now fully integrated into Goddiva's website and order management systems, facilitating product discovery, order tracking, seamless returns, tailored discounting, and general customer enquiries. Designed for use on desktop devices, Goddiva AI leverages the capabilities of OpenAI GPT-5 and LangChain technology to process and understand natural language from customers.

Customers can interact with Goddiva AI using conversational requests, ranging from searching for specific items such as "Show me a pink maxi under £100 for a wedding guest" to requests related to order tracking or initiating returns. The assistant interprets intent, context, and tone, aiming to provide instant, accurate results and support.

The system offers a range of features, including personalised product curation based on individual preferences and browsing history. Customers can track their orders in real-time with courier updates and estimated times of arrival, download return labels or QR codes, and receive updates on the status of their returns. Additionally, the assistant can prompt users with individualised discounts based on referral sources or browsing habits, and answer broader questions around refunds, alterations, and store policies.

Goddiva's Chief Executive Officer, Mina Melikova, spoke about the company's objectives with the new assistant:

"At Goddiva, we believe outfit discovery should feel personal, intuitive, and fun. Goddiva AI blends the empathy of a stylist with the intelligence of technology, guiding customers effortlessly from inspiration to checkout."

The assistant has been trained to provide personalised attention, mirroring the expectations of an in-store stylist, but is accessible 24 hours a day on any device. Goddiva AI incorporates the brand's proprietary tagging engine, which analyses distinct garment characteristics such as neckline, sleeve, fabric, and style. This data-driven approach aims to improve product recommendations by recognising detailed preferences and delivering curated selections.

Privacy has also been prioritised, with the AI system built around a GDPR-compliant, privacy-first architecture. This ensures that user data is protected, even as the assistant learns from each interaction for contextual personalisation, tracking likes, dislikes, and previous conversations for future reference.

Yathu Kanagaratnam, Head of Technology and AI Strategy at Goddiva, described the broader ambition for Goddiva AI:

"Our goal was to build intelligent empathy. Goddiva AI doesn't just respond, it remembers, learns, and evolves with every interaction."

The company also states that by assisting customers in selecting appropriate garments on their first purchase, Goddiva AI supports the brand's sustainability strategy. Reducing the number of returns contributes to lowered packaging waste and a decreased carbon footprint. Furthermore, the AI assistant encourages more considered shopping behaviours, aiming to help customers make mindful decisions about fashion pieces that suit both their needs and tastes in the long term.

Goddiva was founded in London in 2009 and operates as a British fashion retailer focused on delivering affordable luxury and contemporary occasionwear. Its online platform serves customers in the UK, across Europe, and internationally. With the launch of Goddiva AI, the company aims to integrate its existing eCommerce infrastructure with artificial intelligence technologies to enhance the digital shopping experience, reflecting its ongoing commitment to quality, confidence, and the customer journey.