Podcast Summary: The Agile Brand with Greg Kihlström®

Episode #720: Building Stronger Customer Relationships Using AI with Noah Szymanski, Stitch Fix
Release Date: August 18, 2025
Guest: Noah Szymanski – VP of Product, Tech & Design Client Experience at Stitch Fix
Host: Greg Kihlström
Recorded live at: ETEL Boston

Episode Overview

This episode explores how Stitch Fix is leveraging AI to enhance personalized customer experiences while maintaining a strong human touch through its network of personal stylists. Greg and Noah discuss recent product innovations, the evolving role of generative AI, and how to strike the right balance between automation and human expertise. The conversation highlights practical strategies Stitch Fix uses to build trust, increase engagement, and foster long-term relationships with its customers through AI-driven solutions.

Key Discussion Points and Insights

Stitch Fix’s Unique Blend: Human Stylists and AI

[02:08 – 04:56]

• Noah Szymanski describes Stitch Fix as the leading personalized styling service combining human stylist empathy with advanced data science.
  • "From the very start, it's been about combining the human empathy of stylists with the best in class data science to really provide our clients with the most personalized experience." — Noah Szymanski [02:33]
• The company has emphasized giving stylists greater recognition, launching features like stylist profiles and photos to allow clients to build ongoing relationships.
  • "We saw a dramatic increase in clients requesting the same stylist. That’s one of the strongest leading indicators of engagement that we have." — Noah Szymanski [04:21]
• The hybrid approach is seen as Stitch Fix’s key differentiator.

Establishing Trust & Value: Early Customer Engagement

[05:53 – 09:04]

• Greg highlights the importance of showing customers the value of personalization early on to foster trust and ensure strong initial interactions.
• Noah outlines how Stitch Fix uses targeted onboarding techniques (e.g., AI-powered Style File) to help customers articulate their preferences and see immediate results.
  • "It's really about showing our clients early on that we're listening to them, that we heard them, that we understand them." — Noah Szymanski [07:06]
• Features like the “Style Shuffle” and contextual nudges provide ongoing evidence that user input refines recommendations over time.
  • "Contextual nudges...are just little snippets of text that give you clues around why we're recommending a certain item." — Noah Szymanski [08:34]

Recent Product Innovations & Announcements

[10:57 – 17:25]

1. AI Assistant for Request Notes

[11:28]

• Launching an AI assistant that helps clients articulate what they want in natural language and generates visual references, which are then packaged and sent directly to the stylist.
  • "Clients struggle to explain what they're looking for… This is a perfect use case to introduce natural language in a conversational way and generate images, provide a visual." — Noah Szymanski [12:07]

2. Generative AI Visualizations

[13:42]

• Next, enabling customers to visualize themselves with outfit recommendations using the latest genAI techniques—offering aspirational yet realistic previews before buying.
  • "The most inspired that they feel is when they can actually visualize themselves with outfit recommendations and emerging trends." — Noah Szymanski [13:48]

3. Stylist Connect Platform

[14:58]

• “Stylist Connect” will allow clients to communicate directly (in near real-time) with stylists, ask questions, and exchange photos—for instance, planning outfits for specific events.
  • "For me it's really about hyper personalization…and that interaction with the stylist, the conversation was really so natural." — Noah Szymanski [15:16]
• Beta launch on iOS, with plans to expand over the coming weeks.

Balancing Human and AI Interactions

[16:28 – 17:25]

• Both AI tools and personal stylists are integrated to give users flexibility, agency, and choice in their experience.
  • "We really want them to be able to engage with us in their way…That's the exciting thing about how this is going to evolve." — Noah Szymanski [16:52]

Innovation, Continuous Improvement, and Agility

[17:25 – 20:51]

• Stitch Fix commits to constant innovation by:

  • Investing in new AI and tech.

  • Maintaining a balance between human and AI (future is “AI AND humans, not AI OR humans”).

  • Listening closely to clients and stylists and adapting based on feedback.

  • Fostering internal collaboration and maintaining a modular, adaptable technology stack to quickly leverage advances in AI.

  • "We see a future of AI and humans, not AI or humans. That's always been a guiding principle for us." — Noah Szymanski [18:07]

  • "As the models evolve so quickly, we need to be able to experiment and almost plug and unplug different approaches." — Noah Szymanski [19:36]

  • "We don’t have a generative AI team off to the side...It’s our entire team. It’s technology, it’s marketing." — Noah Szymanski [20:22]

Notable Quotes & Memorable Moments

• Human + AI as Differentiator:
  • "That personal connection with the stylist is amplified by technology...That's really kind of our differentiating factor." — Noah Szymanski [04:34]
• Building Trust Early:
  • "It's really about showing our clients early on that we're listening to them...the foundation of trust." — Noah Szymanski [07:06]
• GenAI Visualization:
  • "You can see yourself in the actual setting and in the actual clothing...it’s a very aspirational yet tangible way to approach visualization." — Noah Szymanski [13:54]
• Deeper Customer-Stylist Connection:
  • "It was just this magical moment where I realized this is actually a deeper connection than I've ever had with any other similar service." — Noah Szymanski [16:16]
• Continuous Innovation:
  • "The announcements we made today have demonstrated how committed we are, and we're going to continue to drive innovation in that space." — Noah Szymanski [17:54]

Timestamps for Key Segments

• [01:07] — Episode setup & topic introduction
• [02:08] — Stitch Fix overview & Noah’s role
• [04:00] — Blending AI and human stylists
• [06:58] — Demonstrating value to new customers
• [10:57] — New AI/GenAI product announcements
• [13:42] — GenAI-driven visualizations for shoppers
• [14:58] — Launch of Stylist Connect chat platform
• [16:28] — Customer agency & channel flexibility
• [17:50] — Principles guiding innovation & future focus
• [19:30] — Staying agile in a fast-moving AI landscape

Closing Thoughts

Stitch Fix exemplifies a thoughtful approach to using AI and personalization—not as a replacement for human connection, but as an enhancer. By allowing customers choice in how they interact, leveraging advanced AI to make recommendations and provide previews, and enabling genuine relationships with skilled stylists, the company aims for continual improvement in customer experience and business value. Noah closes with insights on adaptability and collaboration as essentials for thriving in the dynamic landscape of AI-powered retail.

For more information on Noah, Stitch Fix, and related links, visit the show notes or Stitch Fix’s website.