Enabling AI-Driven Customer Experiences in Fashion E-Commerce through an End-to-End ML Software Development Framework
Bahuleyan, Hareesh,
Puzikov, Yevgeniy,
Koriagin, Evgenii,
Lasserre, Julia,
Weffer, Rodrigo,
and Shirvany, Reza
In 13th International Conference on Software and Information Engineering (ICSIE),
2024
Artificial Intelligence (AI) and Machine Learning (ML) solutions are transforming fashion e-commerce by enhancing various aspects of the customer journey, such as product recommendations, virtual try-ons, and size and fit assistance. While there are many innovative AI-driven solutions being developed, not all of them successfully make it to the market as customer-facing products. Key underlying reasons for this are the uncertainty around the infrastructure needs, customer experience requirements, and a lack of systematic alignment between algorithmic and business metrics. These challenges are significant in the context of fashion e-commerce due to the dynamic nature of the industry and the importance of personalized customer experiences. To address these challenges in a scalable and repeatable manner, it is critical to establish ML software development processes and frameworks that can be applied consistently across projects. In this work, we explore these challenges in detail and provide insights and recommendations based on real-world experiences. We propose a comprehensive framework that outlines a structured approach to taking AI/ML models from initial experimental projects to live customer-facing software products at a scale of millions of customers, where multidisciplinary teams with expertise in data science, software engineering, business strategy, and product development collaborate.