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The Business of Fashion

Technology

Analysis and advice on how technology is disrupting fashion and creating new opportunities.

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.

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.

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.

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.

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.

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.

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.

The Tech Trends That Will Change Fashion in 2026

A growing AI backlash, the advance of autonomous agents and new laws banning children and some teenagers from social media are just a sample of what this year has in store for fashion’s intersection with technology.

The Tech Trends That Will Change Fashion in 2026

A growing AI backlash, the advance of autonomous agents and new laws banning children and some teenagers from social media are just a sample of what this year has in store for fashion’s intersection with technology.

The Best of BoF 2025: Technology

Artificial intelligence made its presence felt across the industry, influencing how consumers shop, how brands create content and how fashion businesses operate behind the scenes.

The Best of BoF 2025: Technology

Artificial intelligence made its presence felt across the industry, influencing how consumers shop, how brands create content and how fashion businesses operate behind the scenes.

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