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Introducing Our New Intelligent Shopping Assistant, ISA

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As fashion and beauty editors, we’re constantly discussing what’s next: the latest product launches, about-to-break trends, cutting-edge skincare ingredients, and buzzy creative director appointments. But we can’t call ourselves fully forward-thinking without utilizing the next frontier: artificial intelligence. That’s why we’re introducing Who What Wear’s new Intelligent Shopping Assistant, affectionately called ISA (ee-suh). Launching today in beta, it’s an interactive chatbot that provides fashion and beauty product recommendations using generative artificial intelligence. The best part? ISA is trained on Who What Wear’s industry-leading editorial expertise, so the shopping suggestions are highly curated.

We’ve made the experience extremely straightforward. To swiftly access editor-backed shopping advice, simply type in a question or phrase about what you’re looking to shop. Whether you ask ISA about the best boots for fall or trending lipsticks, you’ll receive our tailored endorsements in a flash. You can also tell ISA if you have specific parameters, such as a preferred price range or retailer.

Our US editor in chief, Kat Collings, shares more about the exciting launch. “Who What Wear is known for its expert shopping recommendations across fashion and beauty, and ISA is all about providing our audience with a new way to shop smarter,” Collings says. “Especially as we head into the busy holiday season, ISA is an incredible AI-powered resource to help our audience source editor-approved gifts more quickly and efficiently.”

a gif with examples of how to use Who What Wear's new AI shopping tool, ISA

(Image credit: Future)

How does ISA work?