When Personalization Isn’t Personal

Most retailers already use AI. It powers recommendation engines, email 'edits,' and product carousels that follow shoppers across the web. The promise is personalization. The reality is frustration.

Click on boots once, and you'll see boots everywhere - even after buying them. Browse a dress, and you'll get served more dresses in colors that don’t flatter. The system isn’t broken - it's just looking at the wrong signals. Behavioral AI predicts interest. It doesn't predict suitability.

That's why these tools rarely reduce returns. At best, they create more exposure. At worst, they accelerate purchases that end up coming straight back.

A Different Perspective on AI

GLAM applies AI not to what shoppers do but to who shoppers are. Our plugin analyzes two factors that decide whether a garment works: body morphology— which silhouettes flatter each body type - and seasonal coloring - which tones harmonize with skin, hair, and eyes.

From a single selfie, processed in under three seconds, GLAM generates a personalized catalog that shows only suitable products. No irrelevant repetition. No random guesses. No 'doesn't suit me' returns.

Why Precision Changes the Economics

When suitability drives recommendations, everything shifts. Returns fall by 40% because wrong products never make it to checkout. Conversion climbs by 30% because shoppers buy with confidence. Order values rise as complementary items in the same palette are added to carts.

Take a Shopify merchant doing €200,000 in monthly sales. Current return impact: €92,500 lost per month. With GLAM precision: €40,900 return impact. Net benefit: €51,600 saved per month (€619,200 annually). This isn't incremental. It's structural.

The Future of Fashion Economics

Imagine a store where customers stop ignoring irrelevant 'personal edits' and instead browse a catalog that feels tailored to them. Every product shown is a genuine option, chosen because it suits their body type and natural coloring. Returns become rare exceptions, not the rule. Inventory moves predictably, guided by real insights into what customers will actually keep. Loyalty grows naturally as shoppers come back to the place that gets them right the first time.

That's the shift from generic personalization to true precision - and the advantage GLAM brings.