Commerce & Marketing
Personalisation, search, content, stores and customer service.
How does AI personalisation work in fashion e-commerce?
Recommendations, ranked listings, size advice and conversational assistants all rely on the same thing: clean customer and product data. A practical guide to what works, what it costs and where the limits are.
How are fashion brands using AI in marketing, from content to measurement?
Generative AI has cut the time and cost of campaign content for some retailers, but brand control, rights and disclosure rules decide whether it works. A guide to the main uses and their limits.
Virtual try-on in fashion: how does it work and does it reduce returns?
Generative AI can now show a garment on a photo of the shopper. That helps with style decisions, but fit and size are a different problem. What the technology does, what it needs and what the evidence says.
AI-generated models in fashion: what are the ethics and disclosure rules?
Digital twins and fully synthetic models promise faster, cheaper imagery. Consent, pay, disclosure and audience trust now shape how brands can use them, and new rules in New York and the EU raise the bar.
How is AI search changing the way shoppers find fashion?
Shoppers now describe what they want to chatbots and AI search engines instead of typing keywords. How conversational shopping works, what the early evidence shows and what it means for fashion brands and retailers.
How is AI used in fashion customer service, and where does it fail?
AI chatbots and agent assistants can answer order, return and sizing questions around the clock. Customers still want a human when it matters, and companies stay liable for what their bots say.
What is GEO, and how can fashion brands be found in AI search?
Generative engine optimisation aims to make a brand's products and content visible in AI-generated answers. What the research and the platforms actually say, and what fashion brands can do now.
How is AI used in physical fashion stores?
From associate assistants and clienteling to computer vision for stock and checkout, AI is moving onto the shop floor. What works, what it requires and where privacy law draws hard lines.
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 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 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 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.
AI for fashion e-commerce managers: a practical guide
Where AI helps fashion e-commerce managers with search, personalisation, product content, size advice, service and merchandising, what data it needs, legal duties and a 30-day starting plan.
AI in sportswear: how it shapes performance product, community and demand
Sportswear brands combine technical product, athlete storytelling and huge launch volumes. AI helps in design, content and demand, but performance claims and athlete data raise the bar.
AI in resale and second-hand fashion: authentication, pricing and listing
Every second-hand item is a unique product that must be identified, checked, priced and described. That makes AI more central to resale economics than to almost any other fashion segment.
AI for product descriptions and content: a quality checklist
Generative AI can draft product copy, translations and attributes at scale. Without a quality process it also produces errors, bland text and compliance risks. A checklist for content teams.
Visual search and image recognition in fashion commerce
Image recognition lets shoppers and buyers search by picture and helps brands tag products automatically. How the technology works, where it performs well and what it depends on.
Fundamentals
The business context every AI project in this area depends on.Omnichannel in fashion retail: what it actually requires
Omnichannel is not a website plus stores. It is a set of shared data, stock, processes and incentives that let customers move freely between channels.
What independent fashion retailers need from their brand partners
Independent boutiques buy with tight budgets and small teams. Brands that make buying easy, share risk in season and protect full-price selling keep them.
Concession, consignment and wholesale: the three models compared
Who owns the stock, sets the price and carries the markdown risk depends on the commercial model. How wholesale, consignment and concessions differ.
Inventory visibility across channels: the basics for fashion businesses
Stock that cannot be seen cannot be sold. What inventory visibility means, which stock states to track and how to build it step by step.
What the physical fashion store is for now
Stores are no longer just places that hold stock. They are showrooms, service centres, fulfilment hubs and return points, and must be measured that way.
How the department store model works, and why it is changing
Department stores are part merchant, part landlord. How their model makes money, why it came under pressure and what brands should ask of them now.
Clienteling: personal service in a data-driven fashion store
Clienteling turns store associates into relationship managers. What it is, what a programme needs, and how to introduce it without the common pitfalls.
Why returns are fashion e-commerce's costliest problem
Returns hit fashion harder than almost any other online category. Where the real costs arise, why they distort data, and what retailers and brands can do.
Endless aisle and drop shipping between brands and retailers
Retailers want wider ranges without more stock; brands want more sales from the stock they hold. How endless aisle and drop shipping connect the two.