Why Fashion Doesn’t Talk About How It Uses AI
A new analysis suggests most big fashion and retail players are using AI, though many are still reluctant to speak about it publicly.
Technology
Analysis and advice on how technology is disrupting fashion and creating new opportunities.
Highlights
A Step-by-Step Guide to Getting Ready for AI Agents
Making sure AI agents can seamlessly buy your products takes more than cleaning up product data and then sitting back and waiting for them to find you. BoF breaks down what brands need to know.
Explainer: How Fashion Brands Should Prepare for Mandatory Digital Product Passports
The deadline for every fashion item sold in the EU to have its own digital identity is inching closer. Brands need to get ready.
Case Studies & Reports
Latest News & Analysis
Alibaba Targets $100 Billion of AI Revenue in Five Years
The Hangzhou-based company is the most aggressive Chinese spender on AI technology, having pledged over $53 billion of AI investment over several years.
Alibaba Targets $100 Billion of AI Revenue in Five Years
The Hangzhou-based company is the most aggressive Chinese spender on AI technology, having pledged over $53 billion of AI investment over several years.
Exclusive: Nvidia and Antoine Arnault Are Betting on Virtual Try-On
At the Nvidia GTC conference on Monday, the AI company announced it was partnering with Catches to launch RealFit, a new platform that uses physics to improve digital try-on technology.
Exclusive: Nvidia and Antoine Arnault Are Betting on Virtual Try-On
At the Nvidia GTC conference on Monday, the AI company announced it was partnering with Catches to launch RealFit, a new platform that uses physics to improve digital try-on technology.
Which High Street Fashion Brands Are Winning the AI Discovery Battle?
Getting recommended by ChatGPT, Claude, Gemini and other AI chatbots is fast emerging as a competitive advantage for fashion brands. As AI reshapes discovery, which brands are being favoured by AI and why?
Which High Street Fashion Brands Are Winning the AI Discovery Battle?
Getting recommended by ChatGPT, Claude, Gemini and other AI chatbots is fast emerging as a competitive advantage for fashion brands. As AI reshapes discovery, which brands are being favoured by AI and why?
Why Fashion Doesn’t Talk About How It Uses AI
A new analysis suggests most big fashion and retail players are using AI, though many are still reluctant to speak about it publicly.
Why Fashion Doesn’t Talk About How It Uses AI
A new analysis suggests most big fashion and retail players are using AI, though many are still reluctant to speak about it publicly.
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Want to Know What Consumers Think? Ask an AI-Generated Focus Group.
Synthetic consumer research, where AI is used to simulate shoppers, is emerging as a cutting-edge way for brands and retailers to better understand their customers and test everything from products to marketing campaigns before they launch.
Want to Know What Consumers Think? Ask an AI-Generated Focus Group.
Synthetic consumer research, where AI is used to simulate shoppers, is emerging as a cutting-edge way for brands and retailers to better understand their customers and test everything from products to marketing campaigns before they launch.
Opinion: Online Shopping Could Be AI’s Next Victim
The more conversational commerce becomes, the more important generative engine optimisation will be, writes Andrea Felsted.
Opinion: Online Shopping Could Be AI’s Next Victim
The more conversational commerce becomes, the more important generative engine optimisation will be, writes Andrea Felsted.
A Step-by-Step Guide to Getting Ready for AI Agents
Making sure AI agents can seamlessly buy your products takes more than cleaning up product data and then sitting back and waiting for them to find you. BoF breaks down what brands need to know.
A Step-by-Step Guide to Getting Ready for AI Agents
Making sure AI agents can seamlessly buy your products takes more than cleaning up product data and then sitting back and waiting for them to find you. BoF breaks down what brands need to know.
Explainer: How Fashion Brands Should Prepare for Mandatory Digital Product Passports
The deadline for every fashion item sold in the EU to have its own digital identity is inching closer. Brands need to get ready.
Explainer: How Fashion Brands Should Prepare for Mandatory Digital Product Passports
The deadline for every fashion item sold in the EU to have its own digital identity is inching closer. Brands need to get ready.
ADVERTISEMENT
Opinion: How to Prepare Your Fashion Company For AI in 90 Days
AI won’t replace fashion leadership, but leaders who use AI will replace those who don’t, writes Ari Bloom.
Opinion: How to Prepare Your Fashion Company For AI in 90 Days
AI won’t replace fashion leadership, but leaders who use AI will replace those who don’t, writes Ari Bloom.
TikTok’s New US Algorithm
The app’s new US owners are ‘retraining’ its recommendation algorithm, raising concerns about new biases, while social media companies are facing a landmark trial claiming they’re addictive by design.
TikTok’s New US Algorithm
The app’s new US owners are ‘retraining’ its recommendation algorithm, raising concerns about new biases, while social media companies are facing a landmark trial claiming they’re addictive by design.
How Integrated Technology Is Reshaping Retail Operations
Retail software solution Lightspeed gathered industry leaders in New York City in January 2026 to examine how fragmented technology systems are becoming a competitive liability amid mounting operational pressures.
How Integrated Technology Is Reshaping Retail Operations
Retail software solution Lightspeed gathered industry leaders in New York City in January 2026 to examine how fragmented technology systems are becoming a competitive liability amid mounting operational pressures.
AI Just Had Its Big Shopping Breakthrough. Is Fashion Ready?
The arrival of direct checkout in AI search engines like ChatGPT is being called the biggest innovation in online shopping in over a decade. BoF breaks down how brands and retailers are getting ready for the disruption.
AI Just Had Its Big Shopping Breakthrough. Is Fashion Ready?
The arrival of direct checkout in AI search engines like ChatGPT is being called the biggest innovation in online shopping in over a decade. BoF breaks down how brands and retailers are getting ready for the disruption.
The News in Brief
Court Temporarily Allows Perplexity AI Shopping ‘Agents’ on Amazon
The decision has put a hold on a previous ruling that had blocked Perplexity’s agents from shopping on Amazon.
Amazon Wins Court Order Blocking Perplexity AI Shopping Bots
The order requires the firm to stop accessing password-protected sections of Amazon’s systems — in this case, Prime subscriber accounts — and to destroy copies of Amazon’s data.
Meta Tests AI Shopping Research Tool to Rival ChatGPT
The feature, which is being tested in Meta’s AI chatbot, rivals a similar tool offered by OpenAI’s ChatGPT and Google’s Gemini.