Georgie Coleridge Cole, founder of SheerLuxe, has promised to continue advancing the company’s use of AI technology, following mixed reactions to its new AI-powered fashion and lifestyle editor, Reem.
Launched in 2007 as an online retailer directory, SheerLuxe has grown into the UK’s top digital fashion and lifestyle publisher. The company now operates with a base in the Middle East, featuring an editor-in-chief and a fashion editor in Dubai, as well as a London-based managing editor, who previously served as editor-in-chief at Grazia ME.
SheerLuxe produces a daily digital newsletter covering an array of topics including fashion, beauty, culture, home, and travel. Additionally, the publisher releases specialised supplements dedicated to various interests such as weddings, parenting, mature women, younger readers, modern men, and a newly launched business edition.
This year, SheerLuxe made its first foray into Artificial Intelligence (AI) with the introduction of Reem Bot, an AI-powered fashion and lifestyle editor, supported by the SheerLuxe editorial team. Reem has been featured on the SheerLuxe website where her insights into her fashion and the latest trends are shared regularly.
Like SheerLuxe’s other editors, Reem provides recommendations across fashion, beauty, and travel, tailored to the platform’s audience.
Georgie Coleridge Cole commented: “The idea of introducing AI came from our desire to be at the forefront of the industry, to continue to push barriers and try new things – as we have always done.
“TikTok was new when we started experimenting with the platform and our efforts with it have had a hugely positive impact on the business, and that came from getting out there, pushing ourselves and giving it a try. With AI, it’s the same.
“Reem caused a stir because of concerns people have about job security and AI replacing humans but, in fact, developing Reem had quite the opposite effect – the workload involved with running her has actually created jobs. Look at the number of roles the birth of e-commerce and social media created.”
Undeterred by the varied responses to Reem, Georgie plans to continue exploring AI at SheerLuxe.
She said: “We are a well-known consumer facing platform, so it is hard to experiment quietly but ultimately everyone can and should be using AI in their businesses somehow. Whether you see it as a positive or a negative, it’s not going away.”
For more information about SheerLuxe, visit sheerluxe.com.
