Brand executives are increasingly aware of the need to adapt to technological shifts driven by artificial intelligence, yet many feel uncertain about where to begin. This sentiment emerged during the recent virtual event, the AI Commerce Strategies Town Hall, tailored exclusively for subscribers of Glossy+ and Modern Retail+.
Li Lu, the research director at Digiday Media, opened the session with insights from upcoming research. The forthcoming State of AI report, set to be released in December, reveals that AI adoption among marketers and agencies has doubled since 2022. Just three years prior, many companies employed AI solely for basic tasks like chatbots.
The landscape is evolving, with a growing number of marketers and agencies exploring advanced predictive AI and generative AI applications for complex tasks, including financial analysis and content generation. However, traditional areas such as media buying and sales remain relatively untouched by AI, according to the event participants.
Jill Manoff, editor-in-chief of Glossy, shared insights from a recent session at the Beauty & Wellness Summit. When asked about their biggest challenges, nearly 27% of attendees cited issues related to AI. Concerns included staying authentic as a brand amidst AI advancements and ensuring that AI integrations align with overall company objectives.
Modern Retail senior reporter Julia Waldow discussed the shifts in SEO strategies driven by generative engine optimization (GEO). With more consumers turning to platforms like ChatGPT and Perplexity for information, search queries have become increasingly specific. For instance, a user who once searched for “best white men’s t-shirt” on Google may now instruct ChatGPT to “find me a men’s white t-shirt with a pocket in the front in size large.” In response, brands are investing heavily in blog and editorial content while enhancing elements like alt text to improve visibility in these new search engines.
Additionally, Zofia Zwieglinska, Glossy’s international fashion reporter, highlighted how AI is impacting roles within the fashion industry. Creative positions are particularly affected, thanks to the rise of image-generation tools that reduce the need for extensive photoshoots. AI is also facilitating deeper personalization efforts, moving beyond basic recommendations based on previous purchases.
During the Q&A segment, conducted under the Chatham House Rules, attendees expressed interest in tools that others are using to enhance their visibility in GEO prompts. One investor noted a growing hesitancy among brands to deploy AI-generated creative, citing backlash faced by companies like Guess and J.Crew.
This town hall was an insightful glimpse into how brand executives and industry leaders perceive the transformative effects of AI. As the technology continues to permeate various sectors, understanding its implications will be crucial for companies aiming to remain competitive in a rapidly evolving landscape.
For more insights, check out the first half of the talk [here](https://www.youtube.com/watch?v=dm-yeOdbgmo). Stay tuned for the next Glossy+ and Modern Retail+ Town Hall to hear what your peers in retail are contemplating when it comes to AI.
See also
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