South Korean fashion company LF Corp launched 'LF Style Talk,' a generative AI-based conversational shopping service on its LF Mall mobile application on the 14th. Consumers receive fashion item recommendations tailored to their situations and preferences by asking questions in everyday language, such as "recommend a cool dress suitable for the current weather." The AI analyzes real-time weather information, trending search terms within LF Mall, and the customer's recent product click history, generating personalized responses. The AI explains materials, fit, and styling points of recommended items. LF deployed an open-source large language model directly on its own servers to ensure customer data security. LF plans to introduce an image-based product search feature and upgrade its AI outfit recommendation capabilities. The 'AI Outfit Recommendation Service' launched in March has maintained product page traffic levels more than three times higher than previous manual curation.