The North Face has teamed up with IBM and Fluid to launch a new interactive online shopping system, using artificial intelligence (AI) to offer personalized product recommendations. The system works with Fluid's Expert Personal Shopper (XPS) software and IBM's Watson cognitive computer technology, so that online shoppers can use natural conversation to drive an intuitive, dialog-based recommendation engine. Shoppers who enter their details will be asked a few questions relating to their location and the activities for which they intend to use the product they're about to purchase, for instance. The system will then deliver customized product recommendations, which the partners say are more accurate than others due to the conversation with the shopper. XPS has been in a month-long pilot test on The North Face brand's online store. The recommendations have yielded positive feedback and results, and they are said to improve with use.