AI is the silent salesperson in your closet
How fashion is learning to live with an invisible force.
The story
The article discusses AI's potential impact on the fashion industry, referencing historical technological shifts and current AI investment trends, while emphasizing the need for human reflection on its role.
Source: wwd.com
Our reading
The article mentions that 40% of people shop using AI tools, and those who arrive via AI spend 48% more time on sites. This suggests that AI is not just a background force but an active participant in the shopping experience, subtly shaping consumer behavior without ever needing to be acknowledged.
It’s strange how AI can be both invisible and omnipresent, like a ghost in the machine that only reveals itself when it’s too late to change the outcome. The fashion industry, already a realm of spectacle, now has to contend with a new kind of spectacle that doesn’t even need to be seen to be effective.
Maybe the real challenge isn’t the AI itself, but the fact that it’s now part of the shopping ritual, subtly guiding choices without ever being asked to explain itself.
