Musinsa unveiled "AI Trend Curation," a service in which artificial intelligence proactively analyzes global fashion trends and recommends optimal products, the company said Wednesday.
Musinsa's AI Trend Curation applies a "preemptive curation" approach, in which AI first detects trends occurring in real time in the fashion and beauty markets outside the platform and organically links them to products. This sets it apart from how the commerce industry typically uses AI for "personalized recommendations" based on users' purchase histories or click data.
Musinsa said the service reflects demand from so-called "discovery-oriented consumers," who explore the latest trends without a specific purpose and seek out new styles, in contrast to the e-commerce industry's previous focus on "purpose-driven consumers" with clear buying intentions. The company plans to shift the commerce exploration paradigm by having AI continuously update curation results based on trend analysis.
Musinsa has built a system that not only collects and refines unstructured trend data generated externally but also enables AI to learn from this data and automatically connect trend keywords with product attributes. Through this, AI can suggest major trends before consumers do, reducing drop-offs from visitors whose purchase intentions have yet to take shape, the company explained. Musinsa added that the system is expected to lower the burden on consumers of having to search for trends themselves, while also improving key conversion metrics such as product exposure and click-through rate (CTR).
Musinsa has preemptively applied the AI curation system to hat categories such as caps and baseball caps, where demand is rising during the summer season. The company plans to first verify technical completeness and data precision in categories with short trend cycles and the highest seasonal sensitivity, before expanding the application to all fashion and beauty areas.
"This is the first step in an active shopping scenario in which AI reads the market context first and presents trends, going beyond the previous passive search model where consumers had to seek out trends themselves or simple recommendations based on past history," a Musinsa official said. "Once AI Trend Curation expands to all core categories such as fashion and beauty, the platform's 'Time-to-Market' capability — responding in real time to ever-changing trends — will be maximized."
