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GLANCEAI PROMISES TO DO THE HEAVY LIFTING FOR CONSUMERS BUT WILL MARKETERS LIKE IT?

- ALOKANANDA CHAKRABORTY

WHEN CONSUMER TECHNOLOGY company Glance unveiled its generative AI-native commerce platform last week, it was a subtle nod to the transformative power of artificial intelligence particularly in the online commerce space. GlanceAI will move online shopping beyond search to an "inspiration-led discovery experience", InMobi, Glance's parent company, said.

GlanceAI integrates generative AI directly into users' smartphone lockscreens. Instead of searching for products, users can upload a selfie, and the platform generates personalized fashion looks tailored to their body type, skin tone, and style preferences. This personalized experience simplifies the process, making shopping more intuitive and engaging. It has advanced AI architecture that can predict trends, consumer behavior, even cultural shifts. It will also understand the intent of the shopping and will make recommendations accordingly. "AI does the heavy lifting here — not just recommending products, but styling complete looks. It's a step up from conventional e-commerce," says Vishal Adkar, associate vice-president, Avalon Consulting.