Lily AI recognizes the importance of emotions in buying decisions, particularly how shoppers consider whether or not an item of clothing will suit their body shape. For example, Lily AI can recognize if a woman exclusively purchases midi length, A-line dresses, and will combine AI and emotional intelligence to determine how that shopper perceives their body shape. The AI technology will then recommend similar items and tailor search results to the individual.

The company argues that its competitors treat retail as a numbers game, and simply use AI to drive sales. Lily AI differentiates itself by putting emotional context into the situation, creating specially curated shopping experiences for consumers of its clients, which include enterprises such as Bloomingdale's, The Gap, and thredUP. Funds raised by the company will enable further expansion into mid-market retail eCommerce brands across home, beauty, and fashion.