Using A.I. to enable UNIQLO to help customers one by one — at scale.

How could the world’s second largest apparel company keep innovating, and create new and personal ways to connect with its customers?

From Transaction, To Conversation

We used the power of AI and the rise of private messaging to transform the relationship with UNIQLO’s customers to be more personalized.

Practical Future

UNIQLO IQ, a personalized, AI-powered shopping concierge that connects cross-channel customer data to learn and better anticipate customer needs and desires. 

Help customers online or in-store

Scan the barcode and the customer can easily check a product’s availability or find out various styling options for the product of interest.

Accessible on multiple platforms

Initially rolled out on Facebook Messenger, it is now accessible via UNQILO app and LINE, the most popular messaging app in Japan with 90% penetration.

Now available:

Working with the Google Assistant team, we made UNIQLO IQ available via the voice interface.

200 million

Number of UNIQLO app users in Japan with access to UNIQLO IQ


Increase in volume of handled customer support

Our Role


  • Primary Research
  • Customer Insights
  • Business & Market Intelligence
  • Data Analysis
  • Workshops
  • Product Strategy
  • Retail & Customer Experience
  • Go-to-Market Strategy

Digital Product

  • Product Design
  • User Experience Design
  • Interface Design
  • Customer Journeys
  • Service Design
  • Prototyping
  • User Testing & Optimization
  • Technical Architecture & Planning
  • AI & Machine Learning


  • Naming
  • Brand & Identity Design
  • Tone of Voice
  • Messaging & Content Strategy


  • Ideation Workshops & Sprints
  • Prototyping

Next up


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