I recently had the opportunity to speak with Emma McFerran, CEO of Lyst, a premium and luxury fashion shopping platform revolutionizing how 160 million shoppers a year find and shop fashion online. Lyst uses advanced data science, artificial intelligence, and cutting-edge technology to deliver personalized fashion discovery experiences. Read on to learn Emma’s thoughts on how AI and personalization are changing the way consumers discover new brands, how Lyst is helping brands authentically connect with younger luxury customers, and more.

Inner Circle: AI and personalization are changing the way we discover new brands. How do you think these tools help people actually fall in love with a product?
Emma McFerran: AI can help shoppers find pieces that truly align with their personal style, but falling in love with something still requires connection. At Lyst, we use AI not just to predict what someone might click on, but to understand why they’re drawn to certain looks: how they want to feel, how they want to express themselves, and what’s inspiring them in that moment. By combining millions of signals with human judgment, we create a more deliberate form of discovery, one that feels considered and personal, not overwhelming.

IC: Younger consumers see luxury differently — they care about values, experience and sustainability. How can brands use technology to connect with them authentically?
EM: Shoppers today are far more intentional. They research, compare, and expect transparency, not just about price, but about values and craftsmanship. Technology helps brands meet that expectation by making information accessible: where a piece was made, how it was sourced, and why it matters. AI and data analytics can allow brands to understand what resonates with younger audiences as well as respond in real time.

IC: Algorithms can predict what we want, but what about the thrill of stumbling upon something new? How do brands keep that sense of surprise alive?
EM: Technology should amplify the excitement of discovery, not replace it. I do feel we’ve lost a bit of that joy when it comes to online shopping, which can be an experience that feels endless and sterile. At Lyst, we want to totally reimagine that multibrand shopping experience online, making discovery feel intuitive and exciting, without ever being overwhelming. To do that, our data and editorial teams work together to surface products that feel timely and unexpected. The careful balance of AI precision and human expertise makes discovery fresh and dynamic, and reminds people why shopping for fashion is a fun, empowering experience.

IC: Heritage luxury brands have tradition and scarcity at their core. How can they modernize discovery without losing that legacy?
EM: Heritage brands have built their reputation on quality, craftsmanship and legacy. Technology gives them new ways to share their story and reach younger audiences without losing their essence. AI can help to introduce the right products to the right people at the right time. What matters is using innovation to deepen appreciation, not to change identity.

IC: Social media and influencers are shaping consumer tastes faster than ever. How do you balance human curation with AI recommendations?
EM: Shopping fashion online can feel overwhelming, especially as trends now move at the speed of social media. We use AI to interpret data at scale, tracking what people are engaging with and what’s emerging, then pair that insight with the instincts of our editorial experts and stylists. The human perspective gives meaning and context to the insights, creating a smartly considered edit of just a handful of strong choices rather than a never-ending scroll of options.

IC: With so much customer data, how can brands personalize experiences while still respecting privacy and building trust?
EM: We believe in using personalization intelligently to make discovery feel more natural and human. For example, someone browsing winter coats who has previously shopped for cashmere outerwear on Lyst will see pieces that genuinely reflect their taste and interests, not the same generic scroll that everyone else gets. Our ethos is that trust stems from relevance instead of reach, and that principle guides our approach.

IC: Tools like virtual try-ons and AI stylists are becoming more common. How do you see these changing the way people experience fashion and luxury?
EM: It’s exciting to see so much innovation in our space. There are a lot of new tools out there, but our unique opportunity at Lyst is to bring all these different features together, with virtual try-on, AI styling, and deep personalization all forming one experience. We’re in a moment where brands and consumers are figuring it out simultaneously, shaping how fashion discovery will feel in the future. Fashion shoppers tell us they want that holistic shopping experience to be more immersive and confidence-building, so that finding a piece that’s perfect for you feels easy, but also joyful.

IC: Looking ahead, what does “luxury discovery” look like in five years or 10 years? How can brands stay ahead of both technology and shifting consumer expectations?
EM: Luxury discovery will keep evolving around relevance, taste and trust. The future of luxury shopping online belongs to brands that use innovation thoughtfully to showcase incredible products to the right customers in new and creative ways, enhancing human fashion expertise and knowledge rather than replacing it.