ThredUp wants consumers to see it differently.

The resale platform announced Monday that it has undergone a rebrand, which includes an update to the user interface (UI) of ThredUp ’s site and color palette, and is based heavily around technology improvements.

James Reinhart, the company’s CEO and cofounder, has long been bullish on the power of artificial intelligence , and the rebrand has launched several more AI features to improve the user experience. This time around, ThredUp seems to have a strong focus on personalization and improving the buyer and seller experiences.

The company launched a tool it calls the Daily Edit, which shows users up to 100 items an algorithm selected for them based on their previous ThredUp activity. Reinhart said that tool leverages internal da

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