eBay has introduced an artificial intelligence (AI) feature called "shop the look" that assists fashion consumers in finding clothing and accessories that match their style preferences. By analyzing shoppers' browsing history, the feature presents personalized fashion recommendations from sellers on the platform. This tailored fashion experience aims to understand and evolve with customers' changing tastes over time. Currently available on iOS in the US and the UK, eBay plans to expand the feature to Android later this year. While initially focused on fashion, eBay is considering extending the feature to other product categories.

"Shop the look" will be visible to shoppers who have viewed a minimum of 10 fashion items in the past six months on both the eBay homepage and the fashion landing page. This enhancement reflects eBay's commitment to improving user experiences and enabling customers to visualize how potential additions will complement their existing wardrobe. According to PYMNTS Intelligence, a significant percentage of consumers, particularly younger generations, are interested in incorporating AI technologies into their shopping experiences. Etsy has also joined the AI trend, launching a hub that combines AI and human curation to help shoppers discover suitable gifts for any occasion. The platform's Gift Mode allows users to input recipient information and browse items selected by Etsy's machine learning technology.