Musinsa said on Monday it has officially launched an artificial intelligence (AI) service in the fashion vertical as a partner for Kakao's "ChatGPT for Kakao" service.

The company said users can enjoy the shopping process naturally within ChatGPT for Kakao as if talking with a fashion expert. KakaoTalk users can receive detailed recommendations by asking context-based questions within ChatGPT for Kakao that reflect time, place and occasion (TPO), weather and individual brand preferences, even if they do not know the exact product name.

For example, users can ask questions such as, "Recommend a look that's good for wearing to work tomorrow," or "Show me an outfit that suits a February trip to Sydney." They can also check options such as browsing shirts by price range, outfit suggestions in the style of a specific brand, and links to reviews from actual buyers.

Musinsa sees this as an opportunity to shift the existing search-based commerce environment to "conversational fashion commerce". As part of its strategy to diversify its AI technology experience, it plans to lead the popularisation of conversational fashion commerce through KakaoTalk, the country's largest mobile platform.

Musinsa Tech is investing to diversify its commerce AI technology experience, including by using the concept of an Agentic Commerce Protocol (ACP) to develop in-house a "Musinsa Model Context Protocol (MCP)" for commerce discovery experiences.

A Musinsa official said, "This service launch is an important first experiment to expand mobile AI touchpoints and further advance the fashion discovery experience." The official added, "We plan to continue investing in AI technology based on our in-house Musinsa MCP and focus on providing the easiest and smartest interface throughout every step of how customers discover fashion."