The Missing Personal Touch in Luxury AI Styling and How to Fix It

A few days ago, I tried one of the AI stylists on a luxury brand’s e-commerce site. I was curious to see how far the service could go and how this would feel. I filled in my preferences, answered the questions it asked… and then waited.

It took 15 minutes into the chat for the AI stylist to finally give me a recommendation. I expected to see a variety of curated looks, but instead, I got… a single basic black blazer. Just one! And it wasn’t even a piece that felt particularly special. I couldn’t help but think: this brand has so many incredible, exclusive pieces, how could the AI get it so wrong?

Where is the real curation?

The biggest issue wasn’t just the limited recommendation. It was that the AI barely asked any of the questions a stylist in-store would notice at a glance. Things like my body shape, hair color, eye color, or skin tone, details that completely change what colors and styles truly suit someone. In luxury styling, these subtle cues are everything!

It’s not just about sizing or picking something “similar”; it’s about crafting a look that feels personal, curated, and right for you. That’s what makes you feel confident wherever you go in that outfit.

This experience made me realize why most digital AI stylists still feel impersonal:

• They barely scratch the surface: Most tools only ask for basic measurements or style preferences. They don’t see the subtle visual cues a human stylist would.

• They play it safe: Even when they make a recommendation, it’s often a generic, uninspired choice, far from the exclusive, exciting pieces the brand actually offers.

• They miss the emotional side: Luxury shopping is a unique experience. It’s about discovery, inspiration, and feeling truly seen and heard. Online AI often feels transactional rather than curated.

Holistic Approach

This is exactly why I’m so excited about Contour Lab!

We’ve built a technology that brings the thoughtful, one-on-one expertise of a personal stylist online, but in a way that scales without losing that human touch.

Here’s what makes it different:

• It really sees the shopper: Contour Lab captures more than size or basic preferences. It looks at body shape, hair color, eye color, skin tone, lifestyle, and even remembers past interactions, just like a stylist would in person.

• It curates, it doesn’t just suggest: Our tool doesn’t just show “similar items.” It crafts an intentional selection of clothing items, tailored to each shopper’s unique style and season type, pulling from the full collection.

• It’s personal, but scalable: Every interaction feels guided, intentional, and thoughtful. The AI anticipates your needs and helps you discover pieces you might never have found on your own. And it does this for every shopper, 24/7.

Future of Luxury E-Commerce

The future of luxury e-commerce is about truly translating the unique, curated boutique experience online at its best. With Contour Lab, shoppers finally get a digital experience that feels as personal, thoughtful, and delightful as stepping into a boutique.