Published by Sue Johns-Chapman
Published Date 19.09.2024 
We’re very honoured to be named as finalists within the Ecommerce Software or Extension of the Year category, highlighting our team’s achievement in building and deploying the Coggles outfit builder. This shortlist is testament to the innovation, ingenuity and effort that our colleagues put into the tool, and it’s great to see that recognised in this way.
About THG Commerce
THG Commerce is the complete commerce solution with the highest-performing technology platform in-market – simple, scalable commerce with complete end-to-end control.
About THG Commerce’s work
The inclusion of recommended items on a product page is nothing new in online apparel, b the Coggles AI outfit builder takes this one step further.
Leveraging several machine learning models, the tool empowers shoppers to create the perfect outfit.
Firstly, an AI tool offers broadly thematically related clothing recommendations. Then, using computer vision techniques enriches our product catalogue with additional metadata, the tool then delves deeper into the product catalogue to suggest more relevant and inspiring suggestions to the customer.
Based on AI-powered recommendations, each item complements the other, informed by a plethora of granular, automatically generated product information – everything from colours and patterns to season and style.
These automatic recommendations can be automatically generated and shown across the ecommerce experience.
Beyond this, they also help support traders to curate entire outfits, suggesting looks and apparel which the business can adjust themselves. These changes provide valuable training signals to enable continuous improvement, bolstered by onsite customer feedback.
AI is increasingly permeating a range of aspects of industry today, and ecommerce is no exception.
But the Coggles AI tool doesn’t just leverage AI for a perfunctory outfit builder tool – it takes it further.
Rather than simply generating loosely connected product suggestions based on an AI-driven outfit recommendation, the THG Commerce AI team used another ML tool to retrieve specific features about a product. Taking this further, the team leaned on human input to enrich that data with even more granular detail – data that could then be used to enhance the suggested products.
The Coggles Build My Outfit tool draws upon a plethora of AI/ML tools, b. But it also ensures it keeps the human touch that’s still so essential to creating the perfect look. The best of both worlds, for a tool that enhances the consumer experience and drives sales at the same time.
Darren Jefford, Director of AI/ML at THG Ingenuity, said of the shortlist:
“I’m so pleased to see our work on the Coggles outfit builder shortlisted in the UK eCommerce Awards. The team worked tremendously hard on the project, leveraging state-of-the-art GenerativeAI and computer vision capabilities combined with domain expertise to create an advanced outfit builder that’s a real benefit, for both the brand and the customer, and we’re so proud to see this innovation recognized by being shortlisted.”
Congratulations to everyone at THG Commerce for all their hard work and efforts, and we wish all the nominees the best of luck.
To learn more about THG Commerce, visit our website and follow us on LinkedIn for all the latest industry news and insights.
