eBay launched an innovative feature powered by generative AI to entice its fashion aficionados: in the "shop the look" section within its iOS mobile app, customers will receive a carousel of images and ideas based on their purchase history. The company describes its recommendations as personalized to the end user, who will receive more targeted ones as they shop more. Such an introduction should provide insight into how other fashion items complement their current wardrobe.

To do this, "shop the look" will offer interactive hotspots that will pop up similar items and outfit inspirations from tapping, and the final looks feature will include both pre-owned and luxury items that are in tune with the user's personal style. An eBay note says that the feature was developed by eBay in collaboration with their Responsible AI team and RAI Principles.

Shop the look" will be visible to all those eBay customers who have viewed more than 10 fashion items in the last 180 days, the company says. It will appear on both the eBay home page and the fashion landing page.

eBay says the addition allows it to display its vast expanses of available-for-sale inventory in ways it could not before — and perhaps stimulate more sales if the feature is a hit. eBay says it will expand to other categories over time and continue adding more personalization aspects to the feature over the coming new year.

Not only is eBay, but also, Google last summer introduced the way of virtual trying on clothes by using its new feature in AI shopping. Amazon also uses AI in helping customers online to pick the right fit with clothes. In those cases, the AI functionality was to help point to a good fit or size, while eBay's new feature is much more style-focused-it finds the right style. That can be even tougher because personal style is subjective.

"Shop the look" launches first on iOS in the U.S. and U.K. Android to come later this year.