Fashion United: When AI shares incorrect information, 58 percent of shoppers blame the brand

It’s no big secret that artificial intelligence is changing the face of retail. Applicable at nearly every stage of the broader product lifecycle, more and more consumers across the globe are using large language models (LLMs) from ChatGPT to Gemini for online shopping. Turning to AI to discover, compare, and select which products from which brands are worth the purchase, LLMs are increasingly becoming an influential part of the buying experience, one that fashion brands and retailers would be wise to invest in.

To better understand how AI is impacting online commerce, cloud-based commerce platform Rithum and Studio’s Retail Dive carried out a survey among 1,046 US and UK consumers, publishing the findings in the report ‘The New Discovery Engine’. Here we outline some of the main takeaways that outline the potential LLMs offer in terms of reaching and connecting with the right audience. As long as your brand’s content, pricing, and inventory data are correct, the potential to attract more customers is high. But if the data falters, then be warned, as AI will offer its own story about your brand, whether it’s true or not, and feed this to shoppers.