"Last year, AI investment reached unprecedented highs. Nvidia became the world's first $5 trillion company, the biggest AI players like Meta and Google raised their AI spend from previous forecasts, and OpenAI placed itself at the center of a web of multi-million-dollar deals focused on accelerating AI development. In 2026, all this spending is likely to yield new products and features that will impact how fashion brands sell online."
"Approaches to AI regulation are expected to become even more fragmented across geographies, which experts say places the onus on brands to establish their own AI guardrails and values, fast. This includes fashion's approach to using AI models for creative outputs."
In 2026, AI investments will yield new products and features that change how fashion brands sell online. Governments will introduce laws regulating AI, creating fragmented approaches across geographies and placing responsibility on brands to quickly establish AI guardrails and values. Fashion will bifurcate between brands rejecting AI-generated creative outputs and those embracing surreal AI aesthetics. Brands will adopt consumer tech that emphasizes human connection and warmth, and wearable tech-as-accessory trends will expand. Pay-to-play advertising will evolve as consumers use AI search for shopping, with platforms integrating sponsorships and ad revenue into AI shopping conversations.
Read at Vogue
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