Case studies
How leading fashion companies use AI: documented deployments, reported results and the lessons for everyone else.
How Zalando uses AI: the assistant, personalisation and size advice
Zalando has put AI into search, discovery and fit. What it built, how the data and models fit together, which results it has published and what remains unproven.
How H&M uses AI: demand, allocation and digital twins
H&M has applied analytics and AI to buying quantities, store allocation and pricing since 2018, and to campaign imagery since 2025. What is documented, and what it has not disclosed.
How Inditex uses AI and data: RFID and a demand-driven supply chain
Inditex's edge rests on item-level RFID data, integrated stock and production close to home. Where AI now enters, what results are public and what remains undisclosed.
How Nike uses AI: direct-to-consumer data and generative product creation
From demand sensing for its own channels to AI-generated footwear concepts and an AI shopping beta, what Nike has built, what it has disclosed and what changed under new leadership.
How adidas uses AI: from design archives to generative content
adidas has documented AI in footwear concepting, software engineering, review analysis and personalised campaigns. What it built, what results it reports and what it has not disclosed about planning.
How Levi Strauss & Co. uses AI: the data programme and its lessons
Levi Strauss & Co. trained its own staff in machine learning, stumbled with AI models in 2023 and is now rolling out agents for employees and shoppers. What the programme shows.
How Ralph Lauren uses AI: Ask Ralph and the conversational shopping assistant
Ralph Lauren launched Ask Ralph, a conversational styling assistant built on Microsoft Azure OpenAI, in its US app in September 2025. What it does, what has been disclosed and what remains open.
How Mango uses AI: generative design, virtual models and Mango Stylist
Mango has built more than 15 machine learning platforms since 2018, from the internal Lisa tool to AI-generated campaign models and the Mango Stylist assistant. What is documented and what is not.
How Stitch Fix uses AI: algorithms plus human stylists
Stitch Fix pairs recommendation algorithms with about 1,700 part-time stylists, and has added generative AI tools such as Vision. How the hybrid model works and what the numbers show.
How Uniqlo and Fast Retailing use AI and data in the Ariake Project
Fast Retailing's Ariake Project aims to make and sell exactly what customers want, when they want it. How AI, shared data and automated warehouses fit in, and what the group has disclosed.
How Shein uses data and algorithms: the on-demand model and its criticism
Shein says it orders new designs in batches of 100 to 200 pieces and scales them on demand signals. How the data-driven model works, what is claimed, and why regulators and designers criticise it.
How Kering uses AI: luxury clienteling and conversational commerce
From Gucci's generative AI pilot in client service to the Madeline shopping assistant and an AI-powered unified client base announced in 2026: what Kering has built and disclosed.