Sportswear Brand

For over a decade, product detail pages (PDPs) have looked more or less the same: specs, tabs, dropdowns, reviews. But user behavior has changed — and expectations with it.

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As conversational AI becomes part of everyday life, a key question emerged:What if product pages became chat experiences — not static templates?

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A global sportswear brand approached Twistag with a bold challenge: prototype a new kind of e-commerce experience, where shoppers could interact with the product through natural language — asking, comparing, and exploring like they would with a human expert.

The stakes were high: shifting from a known interface to an emergent one could radically affect conversion — positively or negatively. This was a high-risk, high-upside experiment.

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Twistag developed a full-stack prototype of a "Chat with a Product Page" experience — blending conversational UX patterns with product logic, emotional context, and design minimalism.

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Users were able to ask questions like:

• "Which of these works for a city weekend getaway?"
• "I'm looking for something bold and minimal — any suggestions?"
• "Compare these two based on comfort and style."

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The assistant was designed to:

• Interpret natural language with semantic awareness
• Match queries with relevant product traits, categories, or combinations
• Provide reasoning — not just results — to build user confidence
• Operate within the context of the PDP, rather than redirecting to search or filters

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Technically, the assistant was powered by a lightweight LLM-based engine paired with a curated set of fashion, tone, and product knowledge models. It functioned as a layer on top of the existing PDP architecture — modular, headless, and testable without disrupting production systems.

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The technical stack included:

• Next.js frontend for responsive performance
• Real-time recommendation system leveraging product descriptions
• Pinecone for vector similarity between products
• LangGraph for conversation state management

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The project embodied two strategic design principles:

• Ambient Intelligence: AI that adapts to the user rather than forcing adaptation
• Just enough UI: Conversation-first design that minimizes visual noise

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Internally, the project sparked fresh thinking around how to use AI to personalize shopping experiences without overwhelming users. It raised valuable questions about the trade-offs between driving conversion certainty and encouraging deeper product discovery.

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Most importantly, it challenged long-held assumptions by reimagining the product detail page as a dynamic, conversational interface rather than a static piece of digital real estate.

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This work helped validate that conversational commerce is more than a trend, it is actually a structural shift in how digital retail can operate in an AI-native world.

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