The North Face’s innovative Expert Personal Shopper (XPS) uses artificial intelligence (AI), specifically IBM Watson's cognitive computing technology, to determine what products consumers seek when they click onto the website. This AI-powered tool engages customers in a natural language Q&A conversation, asking questions about where and when the product will be used, the activity, weather conditions, and personal preferences like color and weight. Based on the answers, it recommends products tailored to the shopper's specific needs, effectively mimicking the personalized assistance of an in-store sales associate
. This approach replaces traditional keyword searches and filters with a more interactive, conversational experience that improves customer engagement and helps shoppers find the right product more efficiently
