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More personal and smarter - the Zalando Assistant with enhanced capabilities to inspire customers

March 27, 2025
Technology
Zalando Assistant

Since October 2024, the Zalando Assistant has been live for logged-in customers in all 25 Zalando markets, giving fashion advice in local languages. So far, over 2 million customers have used it to get inspired and find items they love. Now, Zalando is rolling out a significant update to its assistant, enhancing its capabilities with a vibrant new look, deeper personalisation, and increased context awareness to offer even more relevant and seamless fashion recommendations.

The new version of the assistant is now live to all logged-in customers and can be accessed via web and app with a:

New look & feel

The refreshed look makes interactions even more engaging and seamlessly blends style with functionality. Whether customers are searching for outfit inspiration or specific products, the assistant’s enhanced visual appeal ensures an improved and enjoyable user experience. The more colourful and dynamic design of the updated assistant aligns with Zalando’s updated brand positioning.

Deeper personalisation

The assistant is now connected to customer accounts, allowing it to understand individual preferences and shopping history. This deeper level of personalisation enables more relevant and tailored recommendations. During a pilot phase, we observed a +40% increase in high-value interactions - e.g. a like or an add to card - demonstrating how relevant and personalised suggestions enhance the shopping journey and drive customer satisfaction.

Context awareness

Another key advancement is context awareness. The assistant can now recognise where customers are within the Zalando platform and provide tailored conversation starters accordingly. For instance, if a customer is browsing the denim section and opens the assistant, it will acknowledge this with prompts like, "I see you are interested in Women's jeans" and suggest relevant queries such as "Show me flared jeans." This level of contextual intelligence makes it easier for customers to find exactly what they need.

Tian Su

"We’re thrilled to bring this next evolution of our AI assistant to our customers," says Tian Su, VP Personalisation & Recommendation at Zalando. “The assistant is now smarter and more personalised than ever. By providing this more personalised and contextually relevant support, we are empowering our customers to make informed choices and find exactly what they're looking for. We're continuing to create a truly seamless and enjoyable experience - reflecting our commitment to building an entertaining and immersive digital shopping journey. In addition, our assistant was also upgraded to be more visually pleasing for our customers.”

Zalando SE Boiler Plate EN

About Zalando

Founded in Berlin in 2008, Zalando is Europe’s leading online multi-brand fashion destination. We are building a pan-European ecosystem for fashion and lifestyle e-commerce, along two growth vectors: Business-to-Consumer (B2C) and Business-to-Business (B2B). In B2C, our two brands Zalando and ABOUT YOU, provide an inspiring, high-quality multi-brand shopping experience for fashion and lifestyle products, reaching more than 61 million active customers across 29 markets. In B2B, we offer a unique e-commerce operating system with ZEOS, Tradebyte and SCAYLE, leveraging our logistics infrastructure, software, and service capabilities to support brands and retailers in managing and scaling their entire e-commerce business across Europe. 
For further information, please visit: corporate.zalando.com/en