Fashion retailer abof is breaking new ground by leveraging machine learning and natural language to better service its online shoppers.

Aditya Birla Online Fashion (abof) sells apparel, footwear and accessories for men and women, and has a strong millennial consumer base. Knowing this customer segment expects a highly convenient and distinctive customer service, abof needed a way to personalize its online experience.

To achieve its goal, abof partnered with IBM to integrate natural language questions within its e-commerce platform. Not only does abof expect the solution to drive greater personalization and streamline product recommendations, but leveraging natural language questions is a first for India’s retail market, the retailer reported.