LF Corp. said on the 13th that it launched the "LF Mall" application (app) on ChatGPT, a generative artificial intelligence (AI), for the first time among fashion specialty malls and introduced a conversational shopping service.
The core of the service is moving away from keyword-based, search-driven shopping so customers can naturally describe their tastes and lifestyles and receive product recommendations that match.
When customers enter TPO (time, place, occasion), style, purchase purpose, or brand, they can get product recommendations within LF Mall. For now, it operates with a focus on condition-based recommendations, and later it will expand personalized recommendations that reflect preferred brands, price ranges, and style data.
LF Corp. plans to gradually expand AI features such as image recognition–based style recommendations and services linked to offline stores. The company said it will build a curation structure that analyzes customer intent and context in real time to consolidation products and brands.
An LF Corp. official said, "Shopping is evolving from simple search to a direction that understands customer context and makes proactive proposals," adding, "We will create a new commerce experience where brands and content are naturally consolidation through an AI-based structure."
LF Corp. has recently expanded AI to the level of a companywide strategy, embedding it across the business from product planning to sourcing, sales, and marketing. In Sep. last year, it held a "Generative AI Work Innovation Challenge" for employees, and in Jan. this year, it built the "LF AI Workspace," which supports data analysis, inventory, and sales management.
LF AI Workspace is a platform available to all LF Corp. employees and consists of an AI chat and AI agents. The AI chat links internal data with external data needed for analysis and can be used in a Q&A format. The AI agents are dedicated AI tools pre-developed by the in-house IT department by job function for required tasks.