Zalando is expanding its AI-powered assistant to all markets and adding four new cities to its Trend Spotter offer.

The AI assistant – powered by its own models as well as OpenAI’s large language models – is now available across Zalando’s 25 markets featuring local languages.

And Trend Spotter now includes Amsterdam, London, Warsaw and Zurich as new style destinations and is available to customers in all markets.

The company said both initiatives support its “commitment to offer customers an even more engaging and inspiring experience on its web and app”.

The beta version of the Zalando Assistant offers logged-in customers in all markets personalised fashion advice in local languages. It “enables customers to navigate Zalando’s extensive assortment with intuitive queries such as ‘What should I wear to my dad’s 60th birthday in November in Barcelona?’ The assistant understands context – such as location, weather, and occasion – to make informed recommendations”.

Tian Su, VP personalisation and recommendation, said: “We know our customers want to get inspired when they come to [us]. Therefore, the rollout of our Zalando Assistant to all markets is  a significant step in our commitment to enhancing the customer experience by making it easier for customers to discover fashion that suits their unique style and needs.”

As for Trend Spotter, it now features emerging trends from 10 European fashion capitals in total “following the successful implementation in six key markets”.

It’s powered by the e-tailer’s own data and each featured item comes with an explanation of why it’s listed in Trend Spotter that week and whether it’s related to a global or local trend.