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LONDON — Online fashion retailers are rolling out advanced, AI-powered personal shopping assistants to help overwhelmed consumers navigate vast product selections. The move is a direct response to a recent McKinsey report highlighting "choice paralysis" as a key challenge for e-commerce, with too many options leading to higher cart abandonment rates.

One major retailer's new feature allows users to upload an image of a desired outfit, and the AI will scan for shoppable, in-stock alternatives that match the style, color, and fit. "It's about bridging the gap between inspiration and purchase," explained the company's head of innovation. "Instead of scrolling for hours, the AI delivers a highly curated, personalized selection in seconds".

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