LONDON — The search engine platform Depict AI is stepping into the world of e-commerce with its latest launch, GPT Search.

The new tool is meant to help shoppers and brands consume more considerately and specifically by cutting out the hassle and emissions of returns.

“We want people to discover something they weren’t looking for. We use the word discover quite intentionally,” said John Tan, chief executive officer of Depict AI, in an interview.  

GPT Search is being adapted by Sandqvist, CDLP, Nanushka and Luca Faloni. The new tool also takes on each respective brand’s tone of voice, which allows up to 40 words in its search engine.

Its special features include excluding items that may be out of stock or not stocked in the region, as well as taking into consideration the season and if the brand is boosting any campaigns. 

GPT Search’s format follows the one of an online chat, where the customer engages in a dialogue about finding the right item or mood for the occasion. For example, it’s possible to search for a Glastonbury outfit inspired by Kate Moss or Alexa Chung and GPT Search then curates a full look based on the search.

Each new search is a continuation of the previous one rather than giving customers a completely random new look.

“What makes a big difference in this space is that we’re trying to speak the same language as the people who are buying the product and genuinely solving their problems. We don’t even use the word AI on the website,” Tan said.

Depict AI’s GPT Search is aimed at mid-sized fashion and lifestyle brands that are within the bracket of $10 million to $150 million in revenue and that have a catalogue size of at least 100 products.

All brands pay the same rate when signing up for three months of GPT Search, but after the duration, brands can sign up for monthly payments based on their size and queries from customers.

Depict AI is a growing business and currently counts as investors Northzone, Tiger Global, EQT Ventures, Y Combinator and Initialized Capital, the early-stage venture capital firm cofounded by Alexis Ohanian, cofounder of Reddit and the husband of Serena Williams.

The business recently raised $18 million in funding.