Luxury is personal. A collection has a point of view, a garment has a story, and the person considering it brings a style of their own. The opportunity for AI is to bring those perspectives closer together, while preserving the care that makes the experience distinctive.
That idea framed SPREEAI’s presentation at the Parsons School of Design – The New School EMiLUX New York Residency, part of the Executive Master in Luxury Management and Design Innovation program offered by Parsons Executive Education in partnership with ESSEC Business School.
We shared our perspective on how AI can shape digital shopping, help people explore their style, and give them a more personal view of the looks they are considering. The discussion also extended to entrepreneurship: where to begin when building a business, and how to introduce new technology with a clear sense of what should remain human.
A personal question at the center of shopping
A beautifully photographed collection can communicate a designer’s vision. A customer still has a question of their own: How will this look on me?
That question sits between inspiration and a decision. Someone may appreciate a silhouette yet hesitate to try it. They may love a piece on its own but struggle to picture it with the rest of an outfit. More product images can offer context, but the shopper is still doing much of the work in their imagination.
SPREEAI’s photorealistic virtual try-on gives that exploration a personal reference point. Using a photo, shoppers can visualize garments on themselves, consider combinations, and compare possibilities. The aim is to give people more room to discover what feels like their style.
Consider a customer choosing a look for an evening event. Seeing a personal preview can help them explore a different silhouette or compare two directions before continuing the conversation with a brand. Product information and an associate’s advice remain important; the preview adds another way to consider the choice.
Preserving the personal touch
For us, thoughtful AI begins with a clear understanding of the experience a brand wants to create. Its visual language, service, and attention to detail should guide how technology appears and what it asks the customer to do.
A digital fitting room should feel like a natural part of that world. The steps should be clear. The imagery should receive the same consideration as the rest of the store. A customer should understand how to begin and how to return to browsing, without losing the look that interested them.
This also creates an opportunity for service. A personal preview can become a useful starting point for a conversation about an occasion, a styling preference, or a combination the customer had not considered. The associate brings judgment and familiarity with the collection. The technology gives that conversation something more personal to work with.
Our view is that AI earns its place when it helps a brand express its character and gives a customer a clearer sense of their own choices. That is the standard we bring to building the experience.
Building a business around a useful problem
The residency also made space for a discussion about starting a business. For SPREEAI, the starting point is a familiar gap in online fashion: a shopper can see the product clearly without being able to picture themselves in it.
That problem gives the work a practical direction. A new feature should make exploration easier to understand or a choice easier to consider. A demonstration should help someone recognize how the experience could fit into an actual shopping journey.
For entrepreneurs considering AI, our perspective is to begin with the person using the product. Identify the moment that needs attention, decide what a better experience would look like, and use that to guide the technology. A focused starting point makes it easier to listen, learn, and improve.
In luxury, that focus also requires restraint. Each new interaction should deserve the attention it asks for. The experience needs a clear purpose and enough room for the customer’s own taste.
A shared conversation about what comes next
EMiLUX brings business and design into the same conversation. That made the residency a meaningful setting to examine how technology can serve both the people creating a collection and the people discovering it.
We are grateful to the Parsons–ESSEC EMiLUX community for welcoming SPREEAI and creating space for this exchange. The questions at the intersection of luxury, design, and AI deserve careful consideration, particularly when they shape how a customer experiences a brand.
For SPREEAI, the direction is clear: build experiences that help people see more possibility in fashion and make their choices with greater confidence. Keep the person at the center, and let the technology support the moment.
Explore a more personal shopping experience
Explore the SPREEAI platform, try the shopping experience, o speak with our team about bringing photorealistic virtual try-on to your brand.
Read more about SPREEAI para sa Shopify and our conversations at SF Tech Week.
Photos: SPREEAI. See the original announcement and learn more about the EMiLUX program.