AI for fashion brands is transforming the way companies turn visitors into loyal customers — a challenge that has never been more complex. AI-powered tools are reshaping how fashion brands approach the entire customer journey, from acquisition to conversion.
In the latest edition of DigiTALKS by Fashinnovation, industry leaders shared how AI for fashion brands can optimize every step of this journey. Moderated by journalist Jennifer Ortakales Dawkins, the panel featured Gavin Hewitt, COO of Velou, and Rob Sharp, Co-CEO of Ramy Brook, who explored how brands can combine technology, personalization, and authentic storytelling to grow sustainably in today’s market.
How AI for Fashion Brands is Changing Consumer Behavior and the Shopping Experience
AI is rapidly transforming how consumers discover and engage with brands. Gavin Hewitt emphasized that the way products are described is now critical to being found in AI-driven search experiences. He warned that brands failing to properly structure and enrich their product data may become invisible as personal shopping agents and AI-powered searches take over.
Rob Sharp reinforced that while AI is essential, it cannot replace the core of a brand. As he put it:
“You can’t have an AI-driven company that doesn’t have a soul.”
For Sharp, technology should support — not replace — a brand’s unique identity, culture, and emotional connection with customers.
Acting with Urgency: Why AI Demands Immediate Action
One of the strongest messages from the discussion was the urgency with which brands need to embrace AI. Rob Sharp emphasized:
“Act with urgency, like hair-on-fire urgency.”
He warned that brands who hesitate will be left behind in an increasingly AI-driven market, underscoring that “AI is not the future — it is now.”
Additionally, Sharp pointed out that in a saturated market, brands must seek out “best-in-class” solutions, like Velou, to ensure they are optimizing their AI strategies effectively:
“You gotta find specific tools that are best-in-class, like Gavin’s tool. You gotta find a best-in-class tool who knows how to do it for you and cut through the chase and just do it.”
Boosting Conversion Rates with AI: Practical Examples
Throughout the conversation, practical insights showed how AI is already driving results. Hewitt shared that Velou helps brands enhance product catalogs with rich, AI-generated descriptions and attributes, improving both search visibility and on-site recommendations.
One key way AI for fashion brands drives conversion is through personalized product recommendations, which allow companies to offer highly relevant suggestions that resonate with each customer.
One notable case involved a jewelry brand that achieved an 11% conversion rate on a dedicated “complete the look” page created entirely through AI-generated product pairings — significantly increasing cross-sell opportunities and average order value.
In addition, Hewitt explained that AI can optimize paid media strategies by generating highly targeted keywords and excluding irrelevant ones, helping brands achieve better return on ad spend without overspending.
Acquisition, Personalization, and Navigating Rising Costs
As customer acquisition costs continue to rise, personalization has become non-negotiable. Sharp explained that at Ramy Brook, the team is focused on reviewing each step of the customer journey — from ad creative to product discovery — to ensure a seamless and personalized experience.
He also shared that while AI can enhance processes like site merchandising and customer service automation, human creativity remains essential for authentic brand communication. AI-generated content may assist in operational efficiency but doesn’t replace human-led brand storytelling.
The Role of AI in Omnichannel Strategies
AI is also shaping omnichannel strategies, but both panelists stressed that product data infrastructure is at the heart of this evolution. Hewitt argued that brands need to rethink how they structure and manage product data to ensure consistency across all customer touchpoints — from online stores to physical retail.
Sharp added that internal alignment is essential: AI insights from e-commerce should inform in-store experiences, and vice versa, to ensure customers have a unified experience with the brand regardless of where they shop.
Final Takeaways: How to Embrace AI Without Losing Authenticity
Although AI unlocks significant growth opportunities, both speakers agreed that a balanced approach is key. Sharp emphasized that brands must preserve their authenticity and human connection, using AI as a tool — not a replacement.
As Gavin Hewitt concluded:
“Don’t be afraid. Be prepared. It’s going to be an exciting journey for all of us.”
The message is clear: brands that combine smart AI adoption with authentic storytelling and customer focus — and that act fast — will be the ones to thrive in this new era of fashion retail.
Want to keep up with the latest trends and innovations in fashion? Stay tuned for the next DigiTALKS!
