The Dutch e-tailer Wehkamp launches color advice. The company has a new application that uses artificial intelligence (AI) to provide consumers with personal color advice. The tool, developed in collaboration with Amsterdam-based AI studio Vibeday, allows users to discover their ideal color palette via a direct message on Instagram.
The technology is integrated into the retailer’s Instagram environment. Users can participate by sending the word ‘colour’ via the chat function (DMs). After sending a selfie, the AI technology analyzes the consumer’s skin undertone, eye color and hair color. The system generates a digital profile within a few seconds. This profile is linked to a personal inspiration page on the Wehkamp website, where items from the clothing, beauty and accessories categories have been selected that match the customer’s profile.
With the introduction of this tool, Wehkamp is trying to lower the barrier to online purchases by offering customers more certainty about their color choices.
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