Online fashion retailer Goddiva gets personal as it takes wraps off AI powered shopping assistant

Goddiva, a UK-based fashion e-commerce brand, has launched a shopping assistant called Goddiva Al.

Powered by OpenAl GPT-5 and LangChain technology, the aim is to enable customers to interact with the brand naturally, from "Show me a pink maxi under £100 for a wedding guest" to "Track my order."

The assistant understands intent, context, and tone to deliver instant results across product discovery, order support, and returns.

“We believe outfit discovery should feel personal, intuitive, and fun," says Mina Melikova, Chief Executive Officer at Goddiva. "Goddiva Al blends the empathy of a stylist with the intelligence of technology, guiding customers effortlessly from inspiration to checkout."

This is now fully integrated with the retailer’s website and order systems, offering the likes of real-time order tracking with courier updates and individualised discount prompts triggered by referral or browsing source.

“Our goal was to build intelligent empathy,” says Yathu Kanagaratnam, Head of Technology and AI Strategy at Goddiva. “Goddiva AI doesn’t just respond, it remembers, learns, and evolves with every interaction.”

RTIH AI in Retail Awards

RTIH proudly presents the first edition of its AI in Retail Awards, sponsored by 3D Cloud and EdTech Innovation Hub.

This is now open for entries. Deadline for submissions is Friday, 5th December. It’s free to enter and you can do so across multiple categories.

Check out categories and entry forms here.

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Thursday, 29th January. This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.