In the age of artificial intelligence, there are no advertisements but recommendations.

Imagine in the near future, your phone is your artificial intelligent assistant: It knows everything about you. When you wake up in the morning, it suggests you what to wear for the day. On your way to work, you receive notifications of traffic alerts and the quickest place to pick up breakfast. Before you leave the office for after work party, you receive another notification of where to pick up an outfit for the party.

Thanks to machine learning and artificial intelligence, not only can we afford a personal assistant, which is on the phone, but also can filter unnecessary information, advertisement.

For a long time, apparel retailers spend lots of money on ads. The purpose of developing ads is to bring awareness on and nourish engagement with customers. However, due to the lack of transparency and efficiency of data that apparel retailers receive on the current marketing channels, the money and efforts they have made are not effective.

The frustration from ads is on both side of customers and apparel retailers. While customers are expecting for personalized recommendations while they are looking to purchase, those “customized” ads from apparel retailers usually do not receive much appreciation because they fall too early or too late. The problem is coming from the gap in timing of communication between customers and apparel retailers. Apparel retailers are not able to fulfill customers’ needs in real-time basis.

The beauty of AI is that it will fill the gap and connect customers to custom recommendations from apparel retailers at just right time. Instead of communicating with customers by unwelcome ads, apparel retailers can deliver personalized recommendations.

The difference between ads and recommendations is the level of content curation.

When the suggested outfit purchase is received on the right time in front of the customer, the information might be seen as a recommendation rather than an ad. And the sophisticated delivery will be realized by AI and machine learning.

It is not questionable that the capability of delivering personalized recommendations will enrich customers’ satisfactions and increase loyalty of brands. There is also not a doubt that everyone who has a smartphone will enjoy having an AI personal assistant. It only matters when and how will we bring it to life.