Google is now gathering so much data about its own users, especially through the smartphone, that they can already know them very well and can appreciate their behavior and the taste. The first was already proved in the past with services such as Google Now or the Assistant and the second one works together with partner companies. Together with H & M, Google is currently developing a system that is to propose suitable outfits to the user.
Via the Awareness API contained in Android, the smartphone collects data about the user based on the sensors installed in the device. From this data, you can see how the user moves (on foot, in the car, on the train or on the bicycle), in which places the user is, and of course, the whole information about the weather and the calendar of events.
From all of the data a currently in co-operation with the H&M subsidiary Ivyrevel app or service will emerge, which suggests the user an appropriate outfit, of course on the basis of the assortment from the H & M catalog. The purpose behind it is that the user does not have to assemble his own outfits for special occasions, but can be picked up or sent directly to the company’s wish presentation. Each outfit will cost about 100 dollars.
Together with Zalando last year, a similar project started, in which the artificial intelligence became a fashion designer. The Project Muze can be regarded as an art project, but in the background it should also play a role in the current H & M app. At present the app is being tested in a closed alpha phase and is scheduled to be available to users from autumn.