In the age of AI buying agents, getting the human touch is becoming increasingly rare. ChatGPT is working to position itself for personalized shopping recommendations, and big brands like Gap and Ralph Lauren (inmanyothers) have adopted their own AI assistants. ShopMy’s leading marketing platform approaches things differently. Rather than rolling out another AI agent, it launched Noir, a personal concierge shopping experience that connects shoppers with real human concierges.
Launching Wednesday, Noir allows shoppers to get personalized recommendations across product categories, essentially acting as “a personal shopper in your pocket,” ShopMy co-founder Tiffany Lopinsky told Ujo Shop. Shoppers can post information (“I need a floor-length dress for a black-tie wedding,” for example) that is directed to ShopMy’s personal shoppers, called “curators” in the platform’s parlance. Contributors (content creators with an established ShopMy presence) then hand-pick the buyer based on their preferences, budget and previous purchases.
Image: Courtesy of ShopMy
“To add that human element, […] there’s more value than its pure monetary value,” Lopinsky said. “It’s like, ‘I feel good about this dress because someone knowledgeable gave it to me.’
Noir is currently an exclusive, free perk for gold and black-tier ShopMy members (aka the platform’s top spenders), but will be offered to more people in the future. Eligible users will receive a specific number matched to their account that they can text to receive their chosen selection within 30 minutes. Yes, the human element adds more time to the process than the AI conversation; the trade-off is getting the options considered based on the actual styling capabilities. Users can also request to work with specific monitors, but there is a line in place to ensure timely responses to any alert.
Image: Courtesy of ShopMy
Lopinsky likens Noir to the VIC (very important customer) programs of traditional brands and retailers, which reward repeat customers with special services: “One of the main advantages of being a VIC is having a personal shopper who helps you, makes recommendations and gives you advice and obviously results in you buying better and more,” he explains. ShopMy has created a shared VIC system for brands, as patrons can pull from any brand or retailer available on the platform.
With Noir, Lopinsky says ShopMy is “leveraging our network” as the fast-growing platform has more than 185,000 followers worldwide, many of whom have already amassed an impressive following of their recommendations. As much of today’s product acquisition is still achieved through influencers, Noir helps strengthen ShopMy’s position as a bridge between consumers, brands and creators: Creators earn a commission for pieces purchased, shoppers get a personalized shopping experience tailored to their preferences and brands find new (or repeat) customers.
“There are people who enjoy digging, and then there are people who don’t,” Lopinsky said. “And I think this is a great tool for people who don’t want it, they just want something nice and something different and something that’s traditional to them.”
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