Wayfair uses machine learning models to power personalized product recommendations across its website and app, drawing on customers' browsing history, purchase patterns, and visual preferences to surface relevant items. These recommendation systems are called over one billion times per day across all customer touchpoints.

Wayfair's recommendations team builds custom machine learning models, including collaborative filtering and image-based visual compatibility systems, that analyze customer behavior and product imagery to suggest relevant and complementary items. The Discover tab in the Wayfair app uses AI-generated imagery and interest-based carousels to personalize what each shopper sees. As of Q3 2025, Wayfair's CTO stated the company planned to further enhance personalization by incorporating contextual signals such as weather and location into product carousels. A 'large language model' now also powers the on-site search to go beyond keywords and match shoppers to products based on intent.