Macy’s Launches Photo App

Macy’s Inc. (Cincinnati) will debut a new photo recognition app today that will allow customers to take photos of items or outfits with their smartphones and have the same, or similar, items identified from its inventory. The items are then immediately made available for the customer to purchase, according to Women’s Wear Daily.

The app was created by Macy’s Idea Lab in San Francisco in partnership with Cortexica Vision Systems (London). Cortexica specializes in photo recognition and developed the proprietary software “findSimilar,” which is the basis for the app. Macy’s is the first major American retailer to adopt the technology.