LF Mall launches AI shopping agent 'LF Style Talk'

LF Mall announced Tuesday the launch of LF Style Talk, a generative AI-powered shopping agent service.

LF Style Talk is a natural-language shopping service that combines the company's brand management experience and fashion curation expertise with AI. Customers can describe what they are looking for in conversational terms, and the AI identifies their intent, recommends products and explains its reasoning.

The AI draws on a broad range of signals — current weather, real-time popular search terms and a customer's recent browsing history — to tailor its responses. The same query can yield different answers depending on the customer and the moment. On a hot day, the service might suggest a linen dress; for a shopper who has been browsing minimalist styles, it surfaces products that match that aesthetic.

To protect customer data, LF Mall runs an open-source large language model (LLM) on its own servers, creating an AI environment independent of external services. Vector search technology, which interprets customer queries by semantic meaning, has also been integrated with the LLM.

LF Mall has been expanding its use of AI in stages. In March, it launched an AI outfit recommendation service. That feature drove more than three times the product-page traffic compared with the manually curated "items worn together by models" feature it replaced.

With LF Style Talk, LF Mall has extended its AI capabilities from recommendations into search and discovery. The company plans to introduce image-based product search in the future. "We will continue to deliver a more natural and personalized shopping experience," a company official said, adding that the goal is to support customers throughout the entire shopping journey.

Meanwhile, LF set up "LF AI Workspace" in January to broaden AI adoption across company-wide operations including product planning, sourcing, sales and marketing. LF Mall also became the first dedicated fashion platform to launch an LF Mall app within ChatGPT, introducing an AI-assisted review drafting feature.