Shop The Look – Pleemo

Shop The Look

2025

eBay is making unique, authentic style more accessible and deeply personal by harnessing the power of generative AI to deliver relevant, personalized shopping experiences at scale. Shop the Look brings this vision to life by curating personalized outfits based on each shopper's unique style and browsing behavior, inspiring customers with fresh, culturally relevant looks across categories. My role was to define the creative direction for the AI-generated imagery—elevating its visual and fashion quality while establishing the creative standards and framework needed to scale the experience with consistency and brand integrity.

EBAY TEAM
Leadership Jess Staley, Director Brand Design
OX Brand Team Pleemo & Chandler LaFee
Product Management Raul Romero
Evaluations Helen Kuang
CoreAI Oriol Caudevilla Torras

The Challenge

Shop The Look needed inspiring images. It lacked a clear fashion point of view, and the quality of its AI-generated imagery was inconsistent—limiting its potential as a source of style inspiration. My role was to elevate both the visual aesthetic and the fashion quality of the experience, creating a more inspiring, aspirational destination that helps customers discover and evolve their personal style.

Scaling creative vision with Gen-AI

Creating aspirational, culturally relevant Gen-AI imagery starts with human creative direction. By defining the creative vision, setting style standards, and guardrails upfront, we enable AI to scale eBay's fashion aesthetic in a way that's accessible, personalized, and consistently on brand.

Upgrading the fashion

To scale high-quality AI-generated imagery, we built a creative framework grounded in eBay's brand photo strategy. The goal wasn't simply to generate more content—it was to generate content with a clear fashion point of view, enabling us to create a diverse range of tasteful looks that resonate with everyone from beginner to advanced style adopters.

From there, we established a Gen-AI fashion workflow centered around four key stages:
Define – Define the creative direction for each fashion style.
Prompt – Create prompts that balance creative freedom with structured guidance, ensuring outputs remain fresh while staying true to the intended aesthetic.
Iterate – Refine prompts and scale variations to improve quality and maintain consistency across generations.
Evaluate – Assess outputs against creative and brand standards, monitor prompt performance, and continuously optimize.

This framework shifted our focus from generating images to directing creative systems—making it possible to scale creative direction while preserving quality, consistency, and brand integrity.

Going for controlled variety

The goal wasn't to control every output—it was to define the creative + fashion boundaries. By combining clear creative direction with defined parameters for each fashion style, we gave AI the freedom to generate new looks while ensuring every output stayed true to our creative vision. On average, we generated over 2,000 images per week, each undergoing a rigorous evaluation process before being deployed into the product.