Major Korean fashion platforms—Musinsa, Ably (에이블리), Zigzag (지그재그), and W Concept—are rapidly expanding AI use to boost sales and reduce shopping fatigue. Ably created a new AI content division and scaled it up, using over 3.2 billion style data points from 10 million monthly users to refine recommendation algorithms and even suggest related lifestyle items (e.g., cosmetics or home goods based on a floral dress preference). Ably also offers an “AI try-on” service where users upload a photo and see virtual outfits on their face and background. Musinsa is hiring developers to enhance AI personalization, processing about 200,000 AI-driven orders daily and running AI product ads that helped participating brands’ sales jump 6.5 times in two months. Zigzag uses AI to create or assist up to half of its monthly curated sales events, and W Concept applies AI across its app—size recommendation, personalized picks, and color search—based on over 2 billion data points. Overall, platforms are building AI teams and systems to accelerate fashion-tech marketing and personalized shopping experiences.
