Key takeaways from Vogue Business “The Future of AI” webinar

Consumer Insights

Consumers remain cautious about deploying AI in the fashion industry. While many brands and retailers already use AI tools, more than half of surveyed consumers indicated they have never encountered AI in shopping for apparel or cosmetics. One key barrier to consumer adoption of AI in retail is a lingering skepticism about AI's ability to replicate human creativity and emotional understanding. Specifically, consumers doubt that AI tools will be able to understand their personal tastes and style. This creates an opportunity for brands to develop tools that balance efficiency with authenticity—enhancing, rather than replacing, the human element.

Trust is another key factor that brands will need to consider when engaging with consumers in today's tech-heavy landscape. Surveyed consumers indicated that they trust human influencers over AI, citing influencers' ability to actually try on products and share their personal experiences. Further, over 70% of surveyed consumers said they would never trust an AI influencer, highlighting the importance of relatability to consumers.

When consumers do engage with AI in shopping, their focus is largely on product discovery rather than deal-finding or automation. Tools that help explore styles and gather inspiration are generally more appealing to consumers than those that attempt to make decisions on the consumer's behalf.

Data privacy concerns are also top of mind. Consumers are reportedly comfortable sharing basic information like clothing size or purchase history, but are more wary of sharing sensitive data such as location or payment details. As a result, only a minority of customers are open to fully delegating shopping to AI agents, which oftentimes operate using certain categories of sensitive personal information to perform their tasks.

Creating Solutions

The webinar concluded that a perceivable gap persists between consumer needs and available AI solutions in the fashion and retail space. Shoppers report struggling with curating outfits and finding flattering items, yet few use AI for personal styling—indicating that current tools fall short, that consumer perception of AI tools is negative, or both. Some brands are experimenting with hybrid models, combining digital tools with in-person service, which may be the sweet spot for consumers looking for both efficiency and personalization.

Ultimately, successful uses of AI in the fashion industry will depend on AI tools' ability to complement human creativity and connection. Consumers want convenience, but not at the expense of authenticity. Brands that prioritize privacy, integrate human expertise, and maintain consumer trust will be best positioned to succeed.

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Authored by Meryl Bernstein and MK Barker.