Conversational commerce push aims to expand customer touchpoints
Musinsa announced Wednesday it will launch a dedicated application on ChatGPT, OpenAI's conversational AI platform.
The move is part of the fashion platform's strategy to expand customer touchpoints, following a related service rollout on KakaoTalk in March.
Users can interact with the Musinsa app inside ChatGPT to receive product recommendations in a natural, conversational style — as if consulting a fashion and beauty expert. Tapping a recommended product links directly to Musinsa's online store.
Users do not need to enter an exact brand or product name. The app recommends products based on contextual cues such as time, place and occasion, weather and season, preferred price range, and personal taste.
Musinsa developed a proprietary commerce-navigation interface called "Musinsa MCP (Model Context Protocol)" for the service. The company said the initiative aims to shift from search-driven commerce to conversational fashion and beauty commerce.
spa@heraldcorp.com
