How retail startup Thread is using AI to solve the ‘choice paradox’

Would you let a machine choose what you wear? If so then meet Thimble: an algorithm built by a startup on a mission to make dressing well easier and more accessible for men. Think of it like a personal stylist but without having to leave the sofa or endure any awkward chit chat.
The startup behind the algorithm is seven-year-old Thread. Its service works like this: sign up (for free), look through a selection of different style photos and choose which you like, then give details regarding