Agenda-setting intelligence, analysis and advice for the global fashion community.
Generative AI is fashion’s biggest opportunity — and its most divisive.
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Even as AI marketing grabs headlines, agents powered by the technology are transforming fashion's back-office jobs at a moment when corporations are laying off staff to be leaner and more efficient.
While some fashion labels are starting to experiment with using AI-generated imagery in campaigns, others are taking a firm stance against it. Both approaches reveal how brands are evolving their creative identities and who they are trying to reach.
A new class of AI-powered shopping platforms is launching agents that can shop on consumers’ behalf. But they'll have to compete with big tech players in the race to get the average consumer to use the technology.
AI doesn't see the internet the same way human shoppers do, meaning retailers need to adapt as more consumers turn to AI to find products or even make purchases.
Malique Morris is Senior E-Commerce Correspondent at The Business of Fashion. He is based in New York and covers digital-native brands and shifts in the online shopping industry.
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?
A new analysis suggests most big fashion and retail players are using AI, though many are still reluctant to speak about it publicly.
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.
The more conversational commerce becomes, the more important generative engine optimisation will be, writes Andrea Felsted.
Beauty brands must rethink upselling with smarter value plays, from curated bundles to jumbo sizes and subscriptions, to keep their customers from switching to the competition.
Check out this week’s new partner and job openings on BoF Careers, the global marketplace for fashion and beauty talent.
The Savannah, Ga.-based pajama brand has developed a devoted following for its super-soft pyjamas. With their first daywear collection, they’re hoping that loyalty will apply in a much more competitive category
Sunday night’s Oscars concluded an awards season that fashion’s biggest labels used to show off their new creative game. BoF breaks down what we learned about brands’ celebrity strategies.
