Goddiva AI intelligent shopping assistant debuts

Goddiva is embracing artificial intelligence (AI) in big way. The UK-based digital fashion brand has officially launched Goddiva AI, “an intelligent shopping assistant that makes online fashion discovery more personal, conversational, and effortless”. It’s calling it a major milestone in the brand’s evolution.

Powered by OpenAI GPT-5 and LangChain technology, Goddiva AI “enables customers to interact with the brand naturally, from ‘Show me a pink maxi under £100 for a wedding guest’ to ‘Track my order’.

We’re told the assistant “understands intent, context, and tone to deliver instant results across product discovery, order support, and returns”.

Mina Melikova, chief executive of Goddiva, said: “We believe outfit discovery should feel personal, intuitive, and fun. Goddiva AI blends the empathy of a stylist with the intelligence of technology, guiding customers effortlessly from inspiration to checkout.”

The assistant is now fully integrated with Goddiva’s website and order systems, “offering personalised curation based on customer preferences and browsing history”. It includes real-time order tracking with courier updates and ETA, seamless returns with downloadable labels or QR codes, live status updates, general support for queries such as refunds, alterations, and policies, and context memory, remembering likes, dislikes, and past conversations.

Yathu Kanagaratnam, head of Technology and AI Strategy, added: “Our goal was to build intelligent empathy. Goddiva AI doesn’t just respond, it remembers, learns, and evolves with every interaction.

“By helping customers choose the right garments the first time, Goddiva AI advances the brand’s sustainability mission; reducing returns, packaging waste, and carbon impact. The assistant encourages conscious shopping through curated recommendations, helping customers to shop mindfully.”