Zara offers an AI-powered shopping assistant in several international markets that allows users to search for products by image or text, check product availability, and receive styling suggestions for specific occasions.

According to reports from late 2025, the AI shopping assistant was already active in several international markets and is accessible through both the Zara app and website. The assistant accepts image-based search queries, verifies in-store and online product availability, and offers outfit recommendations based on occasion. As of December 2025, the feature had not yet launched in the Spanish market. Zara has not published primary technical documentation about the assistant's underlying architecture.