"This year, the biggest conversation in fashion tech was AI by a long shot. At a pace few predicted heading into 2025, the generative artificial intelligence behind large language models (LLMs) like ChatGPT and Perplexity have come on leaps and bounds in the last 12 months. Their newest models can understand more nuance and intent in user conversations - making them ripe tools to revolutionize shopping."
"As a result, this year saw the rise of a new suite of commerce-focused features, from ChatGPT's integrated checkout and Perplexity's shopping experience to Google's AI Mode shopping and virtual try-on tool. 2025 was the year the AI industry homed in on shopping as a core potential revenue driver: AI companies are racing to become consumers' trusted one-stop shops. Tech companies also released several updates to their AI image and video-generation tools, from Google's Veo 3 and Runway's Gen-4, to OpenAI's Sora 2."
Generative AI models advanced rapidly in 2025, enabling greater understanding of nuance and intent in user interactions and opening new opportunities for shopping. Major AI firms launched commerce-focused features including integrated checkout, in-chat shopping, AI Mode shopping, and virtual try-on tools. Image and video generation tools received significant upgrades, prompting creative experiments in fashion imagery and advertising. The debate over authenticity intensified, elevating human-led marketing and boosting investment in creator-led and live shopping. Companies are positioning AI as a central commerce channel, aiming to become trusted one-stop shops for consumers.
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