Shein uses machine learning algorithms to analyze social media data, search trends, and customer behavior in real time to identify emerging fashion trends and inform production decisions. A senior Shein executive publicly confirmed this approach at a retail conference in early 2024.

Shein's proprietary AI software monitors billions of data points from social media platforms, search engines, and competitor sites to spot trends almost as they emerge. The company's head of global strategy, Peter Pernot-Day, stated at a Berlin retail conference in January 2024 that Shein uses 'machine-learning technologies to accurately predict demand' and that over 5,000 suppliers have access to an AI software platform to analyze customer preferences so production can be adjusted in real time. This enables Shein to design and produce new items in as few as 7–10 days, with up to 10,000 new styles added daily.