Zalando rolls out AI discovery feed and gives customers content profiles

Zalando is expanding its AI-driven discovery feed to 16 additional markets and introducing customer profile pages. For co-founder Robert Gentz, this is a turning point: Zalando is no longer just about purchases, but also about engagement and inspiration.

“Playing with content”

The AI-driven discovery feed first went live in six countries in July 2025. Following this month’s expansion, the feature is now active in 22 markets. The personalized feed in the app displays clothing, brands, and content based on individual preferences and constantly adapts. The goal is that users receive real-time updates tailored to their tastes.

The new profile pages, on the other hand, make it possible to follow brands, save content, and share personal style boards with others. According to Zalando, this shifts the shopping process to simply scrolling, swiping, and playing with content that is almost directly tailored to a person’s style.

SVP Product Design Anne Pascual says that the company is thus moving beyond the traditional e-commerce model and responding to the shift among digital generations, who are increasingly driven by emotion, inspiration, and community.