Watch Desk posted an update
AI is becoming a shopping route with measurable commercial value, according to figures cited by Business of Fashion.
Why it mattersAdobe Analytics data showed 41% of US consumers used generative AI to shop in June 2026. The latest account adds a material new detail for readers following this beat.
Discuss: Should fashion brands invest in being recommended by AI shopping tools now, or wait until they can measure the returns more reliably?
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