Japanese retailer Uniqlo has launched a mobile assistant using Google voice recognition technology to personalise recommendations for customers.

The Uniqlo mobile assistant has already undergone significant testing with development partners in Japan, and is already live there. It is intended to streamline internet garment shopping to make the experience fresher and more inspiring.

Shoppers throughout Japan can now access the tool via Line, Google Assistant, or the proprietary Uniqlo app. It features product rankings updated hourly, search by occasion type, finding items featured in magazines, and even garment matching according to astrological findings. Shoppers can purchase their selections online or at the nearest physical store if they prefer.

Cofounder of development partner Inamoto & Co Rei Inamoto said, “As retail moves deeper into the digital realm, shopping needs to be not just portable and perpetual but personal as well. There has been a lot of talk about AI in the last few years but most use cases have been toys, not tools.

“Available through chat, search and even voice activation, this iteration of Uniqlo IQ is the foundation of how Uniqlo will provide customer service on a personal level not just reactively but also proactively.”

A spokesperson for Uniqlo said the assistant tool is the first instance of Google working so closely on a partnering brand-specific solution.

This story first appeared on sister site, Inside Retail Asia.