AI assistant helps find the perfect pair of shoes - IBM THINK Marketing

Shogazer, one of many brainchildren to emerge out of high-tech British creative agency Happy Finish's global studios, has been dubbed the "shazam of shoes" after a test run by various news outlets. Powered by artificial intelligence, the app is capable of identifying kicks and gives you the lowdown of who made them, how much they cost, any background information and where you can score a pair. Using a process known as "transfer learning" – a subsection of machine learning which focuses on storing specific knowledge to be tapped for solving other objectives – shoegazer doesn't just display information on specific shoes, but can actually show you what you would look like wearing them with an in-store link to an interactive mirror. For shoe brands, the app is a good indication of where AI can fit within a marketing creative. Since shoes often leave a subcultural footprint, offering further context for consumers to sift through increases their willingness to dive in and buy into the trend of interactivity within advertising.