The Dessy Group, a designer and retailer of bridesmaid dresses, social occasion attire, and formalwear, has partnered with Paz.ai, an agentic commerce optimization platform, to make its collections discoverable and purchasable across AI shopping agents.
Online shopping now starts inside AI chats, rather than a search bar or a retailer’s homepage, with shoppers asking AI assistants for specific products, such as navy bridesmaid dresses under $400 that ship in time for a September wedding.
How Paz.ai Works
Paz.ai enriches product data into agent-ready attributes, measures how brands rank across AI engines, and tunes that data continuously to make sure the merchant’s products surface first, get recommended and purchased, helping retailers win the agentic shopping channel, projected to drive over $500 billion in sales by 2030.
Dessy’s catalog, which spans dozens of styles across more than 60 colors, multiple fabrics, inclusive sizing, and ready-to-ship and made-to-order options, is a strong fit for this shift, as it provides the attributes shoppers describe when they ask an AI assistant for help.
The Partnership’s Impact
Since going live with Paz.ai in April 2026, The Dessy Group has seen a sharp lift in traffic and tens of thousands in revenue from a channel they couldn’t be found on a few months ago, with Alan Dessy, CEO of The Dessy Group, stating that their customers are researching their wedding parties differently than they did even a year ago, and a lot of that now happens through AI.
Dor Shany, co-founder and CEO of Paz.ai, noted that retailers spent two decades perfecting SEO on Google, and the same work has to happen again for AI agents, with the brands that do it now getting visibility, and through the partnership, Paz.ai will continuously enrich Dessy’s product catalog for agentic discovery, and track Dessy’s visibility across major AI engines.
They will be able to track the effectiveness of their efforts.
As they continue, other retailers will likely adapt to the shift towards AI-powered shopping, and whether they will follow The Dessy Group’s lead in optimizing their product catalogs for agentic discovery, potentially changing the way they approach product discovery and sales.
About The Dessy Group and Paz.ai
The Dessy Group, founded in 1939 and based in New York City, is a leading designer and manufacturer of bridesmaid dresses, social occasion attire, and menswear formalwear, with brands including the Dessy Collection, After Six, and Alfred Sung, sold online at dessy.com and through bridal shops and department stores across the US, Canada, the UK, Europe, and Australia.
Paz.ai, founded by Dor Shany, who previously founded OwnID and was a founding engineer at Gigya, is an agentic commerce optimization platform that helps retailers stay discoverable and purchasable as shopping moves into AI agents, tracking brand visibility across engines like ChatGPT, Perplexity, and Google AI, enriching product catalogs for agentic readability, and building the integrations retailers need to sell where shoppers are already asking, including those seeking formalwear options.
