"As wallets tighten, consumers are pivoting toward value-driven purchases," Benjamin Bond, principal in the consumer practice of Kearney, told Retail Brew."The future of fashion retail lies in AI's hands," he said. "Expect a new standard in shopping experience relevance as retailers harness generative AI for ultra-personalized style recommendations.
Ellyn Briggs, brands analyst at Morning Consult, agreed, pointing to recent research by the intelligence group that found that consumer interest in AI purchasing consideration for applications like ChatGPT was up. "The way that it plays out from a brand and marketing perspective is that it is incorporated into advertisements and copy generating images, being able to personalize ads to a hyper sort of level," she told Retail Brew, adding that while it is important in shaping shopping experiences, "brands m
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