technology / Artificial Intelligence
How Brands Stand Out in AI Search
To ensure their products are surfaced on platforms like ChatGPT, brands are turning to startups such as Profound, whose CEO James Cadwallader offers his view on what brands need to know in the BoF-McKinsey State of Fashion 2026.
AI’s Impact on Holiday Shopping
Traffic to US retailers from AI sources soared on Black Friday and Cyber Monday, while EssilorLuxottica’s wearables chief exited and Google introduced a hot new AI model.
Inside Toolio’s Vision for the Future of Retail Planning
Cloud-based merchandising platform Toolio provides fashion retailers with an AI-powered technology to optimise forecast planning and overcome excess inventory. BoF sits down with CEO Eytan Daniyalzade to learn more.
AI and the Future of Fashion E-Commerce Content
At BoF VOICES 2025, Pixel Moda’s president Gianni Serazzi and Etro’s chief executive Fabrizio Cardinali unpacked the opportunity in AI-assisted and AI-generated e-commerce imagery and video production to drive forward sector growth in 2026 and beyond.
EssilorLuxottica Thinks It Cracked the Code on Smart Glasses
The eyewear giant and Meta are just getting started as they mount the most credible effort yet to make smart glasses a mainstream hit, EssilorLuxottica chief wearables officer Rocco Basilico says in the BoF-McKinsey State of Fashion 2026.
What the AI ‘Bubble’ Means for Fashion
Concerns about the scale and concentration of AI investment in the key US market have reached a boiling point. A correction could have big consequences for brands this holiday season.
How Generative AI Is Redefining E-Commerce Storytelling
Zalando’s VP of content solutions, Matthias Haase, CEO of Chief Digital Agency Jenna Flateman Posner, retail tech expert Jessica Couch and BoF’s Annabel Bolton unpacked the future of the next-generation technology’s role in elevating online content.
How Small Brands Are Learning to Love AI
Startups are starting to use AI for everything from retail planning to inventory management, while mostly keeping the technology away from the creative parts of their business.
Fashion’s Other AI Revolution
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.
The Debrief | Would You Let AI Shop for You?
AI shopping agents promise to learn our tastes, style outfits and even check out on our behalf. The Debrief asks Malique Morris what it takes for these tools to move from hype to habit.
Tracking Fashion Brand Performance in the Age of AI
Our new AI-powered tool, BoF Insights Brand Pulse, evaluates fashion brand performance across five dimensions — Discoverability, Identity, Value, Connection and Love — combining digital signals and consumer conversations to measure brand performance in an easy-to-use dashboard.
Opinion: ChatGPT Is a Bad Personal Shopper, But It’s Learning
Shoppers arriving at e-commerce sites from ChatGPT are less likely to buy than those coming through other channels, but the gap is closing.