A screen showing the Musinsa app on ChatGPT [Musinsa]
A screen showing the Musinsa app on ChatGPT [Musinsa]

Musinsa announced Tuesday that it is launching a dedicated app on ChatGPT, OpenAI's conversational AI platform. The move is part of the company's broader strategy to expand customer touchpoints, following a similar service it rolled out on KakaoTalk in March.

Users can interact with the Musinsa app on ChatGPT as if consulting a fashion and beauty expert, receiving personalized product recommendations through natural conversation. Tapping on a recommended item links directly to Musinsa's online store.

Users do not need to enter a specific brand or product name. The app tailors recommendations based on contextual cues — time, place and occasion, weather and season, preferred price range, and personal taste. Queries such as "Suggest an outfit I can wear to work on Wednesday" or "Show me looks for a trip to Europe next month" will generate customized suggestions that reflect those real-world contexts.

Musinsa built the service on a proprietary commerce navigation interface called Musinsa MCP (Model Context Protocol). The company said the initiative marks an effort to shift from a search-driven commerce model to a conversational fashion and beauty commerce experience.

"We plan to broaden our reach to global users and drive traffic to Musinsa's store, while continuing to invest in AI technology built on our proprietary Musinsa MCP to create the easiest and smartest interface for customers navigating fashion and beauty," a Musinsa official said.


spa@heraldcorp.com