The Goldilocks Version of Merch Assortment?

Is AI going to deliver a selection of items that is "just right?"

Not to sound like a fairy tale enthusiast (though I have small children, so it can’t be helped), but retailers seem to be chasing their own “just right” moment. See this article from Business of Fashion.

And of course, it’s the dream: not too much, not too little, not too pricey, not too cheap. The perfect merchandise assortment. But let’s be real—how often does e-comm actually nail this? For most of the larger retailers in the space, rarely. There’s just TOO MUCH.

Not to fear, according to all the headlines, AI will be the ultimate merchandiser, offering up the most delectable, personalized suggestions.

Or will it?

Shopping: More Than a Transaction

Let’s talk about friction—yes, the thing we’re all supposedly trying to eliminate. It may sound blasphemous- but I firmly stand by the idea that little friction can make things better. (I’ve written about this before regarding Birkins, the Spice Girls, and online shopping in general) The act of searching, scrolling, and debating is half the fun of shopping. Why? Because it makes us feel like we’re in control, like we have agency. The illusion of choice is a powerful drug.

This is why Etsy’s Gift Mode, highlighted in Bain’s report on GenAI in retail, feels like such a smart move. Instead of immediately serving up the perfect product, it lets shoppers play. It’s like saying, “Here’s a sandbox, have fun!” rather than “Here’s some specific coordinates, now go dig.” Because sometimes, the journey is more exciting than the destination.

But can GenAI balance the fun of discovery with the need for precision? Let’s see.

AI: The New Retail Wizard

AI is being hailed as the tech that’s going to make retail both smarter and more exciting. Let’s break down some of the ways it could help retailers create their Goldilocks assortment:

1. Curation That Feels Human (Even When It’s Not)
   You know that friend who always finds the best stuff? AI could be that friend—on steroids. Instead of giving us a bland list of “related items,” it can curate collections that actually feel inspired. Think: “Winter Wonderland” outfits or “Weekend Getaway” essentials. But the trick must be “giving vibe,” not just product.

2. The Sweet Spot Between Choice and Chaos
   Too much choice is paralyzing. Too little feels patronizing. AI can introduce just enough structure to make the hunt feel exciting, not overwhelming. For instance, instead of showing me one perfect pair of boots, give me three options: the classic, the bold, and the wild card.

3. Price Meets Personalization
   Nobody wants to feel like they’re being upsold, but we all love a good deal. AI can help retailers hit that sweet spot by tailoring price points to individual customers. It’s like the Goldilocks principle for our wallets.

4. Discovery with a Dash of Surprise
   The best shopping experiences aren’t just efficient; they’re fun. AI can bring back that sense of whimsy, like finding a random vintage Chanel bag at a flea market. Okay, maybe not that whimsical, but you get the idea.

The Paradox of A Perfect Algorithm

Here’s where things get tricky: consumers claim they want simplicity, but they also love variety. They want personalization, but not so much that they feel boxed in. It’s a fine line, and AI will have to walk it like a Cirque du Soleil performer.

And let’s not forget, the best shopping experiences are still deeply human. AI can guide, curate, and even predict, but it can’t replace the instinct and creativity of a great merchandiser. (At least, not yet.)

I’m wary of solutions that don’t keep this in mind, that think you can just serve up THE perfect item.

Will AI “Save” Retail?

So, will AI deliver the Goldilocks assortment we’ve all been waiting for? Maybe. But let’s not pretend it’s going to solve every problem. Retail is still an art, even if AI can handle some of the science.

What AI can do is make shopping feel a little more magical again. By balancing friction with focus, personalization with play, and efficiency with surprise, it might just help retailers get closer to that elusive “just right” moment.

And if not? Well, there’s always the thrill of scrolling through a deepcut of TheRealReal at midnight.