technology / Artificial Intelligence
Exclusive: Nvidia and Antoine Arnault Are Moving Into 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?
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.
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.
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.
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 Is Shaking Up Fashion’s Workforce
Brands need to prepare as AI transforms a number of the industry's existing roles, and creates new ones, according to the BoF-McKinsey State of Fashion 2026.
Generative AI Is Revolutionising Virtual Try-On. Will Shoppers Use It?
Open-sourced large language models have made it easier to create realistic images of online shoppers in outfits before they buy them. The next challenge is getting people to actually use the technology.
AI’s Transformation of Online Shopping Is Just Getting Started
A rapidly growing share of consumers is using AI to find and buy products. Brands need to be ready, says the BoF-McKinsey State of Fashion 2026.
Privacy Is Smart Glasses’ Next Big Threat
Analysts warn that privacy concerns and a wave of new rivals could limit the growth of EssilorLuxottica’s Ray-Ban Meta eyewear, which delivered its first meaningful revenue boost this year.