The Vogue Business AI Tracker records the most important AI developments shaping our industry and world each week. From venture capital investments and startup launches to product releases and regulatory changes, we ensure you stay informed on the essential AI news.
Jan 13, 2026
OpenAI launches ChatGPT Health.
Why it matters: OpenAI announced a new health feature, ChatGPT Health, encouraging users to upload medical documents, wearables data, and connect wellness apps. While this could benefit wellness brands due to OpenAI’s automated checkout goals, it raises privacy and safety concerns about sharing sensitive health data for medical advice. Read about its implications for the wellness industry here.
Google introduces personalized shopping ads within AI Mode.
Why it matters: Google is launching personalized ads for retailers to target shoppers using its AI Mode, as the company accelerates efforts to monetize shopping through AI search. For luxury brands, targeting potential customers with personalized offers like new member and loyalty programs could be a valuable advertising opportunity. Google told Vogue Business that for the pilot, advertisers pay per click within their existing budgets, so no new payment model is required.
Google also announced an AI Mode integrated checkout feature developed with Shopify, just three days after Microsoft added a similar feature to Copilot. Additionally, brands should note Google’s new Business Agent feature, which allows them to customize how the AI chatbot answers shopper questions in their brand voice. Read more here.
FDA relaxes rules for wearables amid US AI sovereignty push.
Why it matters: The FDA has eased regulations for certain digital health products, excluding “low-risk” wellness products from being classified as medical devices. Wearable health trackers and their apps designed for maintaining a healthy lifestyle, unrelated to diagnosing or treating diseases, are now exempt from FDA oversight. Many of these devices use AI to track and interpret biometric data. This move aligns with President Trump’s AI Action Plan to help U.S. tech companies compete in the global AI race.
Jan 6, 2026
Equinox launches anti-AI brand campaign.
Why it matters: Luxury wellness group Equinox has launched a campaign with an anti-AI stance titled “Question Everything But Yourself.” It features photo diptychs contrasting AI-generated images with real photos. The left side shows intentionally fake AI images, like Pope Francis in a red puffer coat, with the text “Question everything,” while the right side displays real portraits of models in workout gear by photographer Collier Schorr, with the text “but yourself.”
In a statement, Equinox said the campaign is a “powerful statement on authenticity, self-trust, and what it means to believe in something real in an increasingly artificial world,” confronting the cultural moment by juxtaposing fake AI visuals with real-life imagery celebrating human strength and beauty. Experts predict branding teams will increasingly take deliberate stances on AI through human or AI-generated visual language in 2026.
Meta acquires “gen…Meta has acquired the Chinese AI startup Manus, which specializes in creating autonomous general-purpose agents. These agents can handle multi-step tasks such as market research, coding, and data analysis. This move is part of Meta’s ongoing investment in AI, following its recent purchase of the wearable AI company Limitless. Meta’s AI lead, Alexandr Wang, noted that the company is expanding its recruitment efforts in Singapore, where Manus’s team is located.
In other AI news, ChatGPT’s mobile app has reached $3 billion in consumer spending since its 2023 launch, with $2.48 billion spent in 2025 alone. This surge indicates growing consumer willingness to pay for AI chat services, which could support OpenAI’s ambitions in areas like automated shopping.
OpenAI has also released ChatGPT-5.2, an upgraded model touted as its most capable yet in writing, coding, and reasoning. This release follows an internal “code red” call to focus resources on ChatGPT amid rising competition from companies like Perplexity, Anthropic, and Google. Google recently enhanced its virtual try-on tool to simplify the shopping experience ahead of the holidays.
On the regulatory front, President Donald Trump has signed an executive order preventing states from enacting their own AI regulations, favoring a hands-off, nationwide approach. This aligns with the preferences of major tech firms like OpenAI and Meta, which seek to avoid fragmented rules that could hinder innovation. Legal experts advise brands to look to Europe’s stricter AI regulations as a guide for establishing their own ethical guidelines.
Finally, McDonald’s faced backlash and pulled a holiday ad created with AI after it was posted on its Netherlands YouTube channel. The ad quickly drew criticism on social media.Consumers called it “AI slop,” and creatives slammed the ad for threatening jobs, as it was made without real actors or filmmakers. The ad has since been taken down.
Melanie Bridge, CEO of The Sweetshop Films, which produced the AI-generated ads, defended the video on LinkedIn. In a now-deleted post, she wrote, “It’s never about replacing craft, it’s about expanding the toolbox. The vision, the taste, the leadership… that will always be human.” She added that her 10-person team spent five weeks of full-time work on the film.
So far, brands’ creative experiments with AI have faced more criticism when consumers feel the result could have been made just as well without the technology. More surreal ads that lean into AI’s unpredictable nature, like Valentino’s recent DeVain bag campaign, have been slightly less divisive. McDonald’s confirmed to the BBC that it removed the ad, stating, “This moment serves as an important learning as we explore the effective use of AI.”
December 9, 2025
The news: Meta acquires AI pendant maker Limitless in further wearables push.
Why it matters: It’s been a big week for Meta’s AI wearables ambitions. A day after CEO Mark Zuckerberg announced a new creative studio within its Reality Labs division, the company confirmed it’s shifting some resources from its metaverse team to focus on AI glasses and wearables. Then, on Friday, Meta announced its acquisition of Limitless, a startup that makes AI-powered “all listening” pendants, for an undisclosed amount.
Zuckerberg has been optimistic about smart glasses as the ideal form for AI wearables, but the Limitless acquisition suggests Meta is exploring other designs that gather more context—like audio and visual information—from the wearer’s environment. This is part of its push toward a “superintelligence” vision. The move follows Amazon’s July purchase of a similar startup, Bee, which also makes wrist-worn “all listening” devices. In a statement, Limitless said, “Meta recently announced a new vision to bring personal superintelligence to everyone and a key part of that vision is building incredible AI-enabled wearables. We share this vision and we’ll be joining Meta to help bring our shared vision to life.”
The news: ELC and Jo Malone London launch AI-powered scent advisor.
Why it matters: Shopping for fragrance is a highly personal experience, making it a natural focus for AI innovation in beauty. Jo Malone’s new AI scent advisor aims to “digitally recreate the brand’s signature in-store consultation.” It asks customers to describe the scent they’re looking for and whether it’s for themselves or a gift. Partnering with Google, the tool uses Gemini and Google Cloud Vertex AI to interpret natural language prompts and generate personalized fragrance recommendations by analyzing the brand’s scent data alongside customer input.
The tool is promoted as especially helpful for first-time buyers who want more information before purchasing. It represents the next step in AI applications focused on scent, and other fragrance brands are likely to follow.
The news: Meta poaches senior designer from Apple to build out its new creative studio.
Why it matters: Alan Dye, who spent the last 19 years at Apple—including the last 10 as VP of user interface design—is leaving to become Meta’s chief design officer. Alongside this hire, Meta announced it is establishing a creative studio within Reality Labs, its division for wearables and metaverse projects, which Dye will lead. Meta CEO Mark Zuckerberg announced the hire on Threads.Meta is launching a new creative studio that merges design, fashion, and technology to shape its future products and experiences. The company aims to strengthen its internal design capabilities by assembling a team skilled in craftsmanship, creative vision, systems thinking, and building iconic products. Meta’s CTO, Andrew Bosworth, announced on X that the company has hired Billy Sorrentino, another senior design lead from Apple, to join this studio.
Meta has been actively recruiting senior talent from key competitors in the AI space, including OpenAI, as it intensifies efforts to develop the first widely adopted AI wearable. By hiring Apple’s designers and establishing this studio, Meta is emphasizing its commitment to in-house design for its devices. Previously, Meta relied on a partnership with EssilorLuxottica for the design of its AI smart glasses. The fashion industry will be watching closely to see what wearables this new studio creates.
December 2, 2025
The News: Topshop is planning an “AI-driven” fashion show for February 2026.
Why it matters: Topshop has partnered with creative agency THG Studios, PayPal, and Google to host what it calls the “world’s first AI-driven fashion show” next February. After returning to the runway this August, the high-street brand will hold the show with live models at THG’s studios in Manchester. The event will be shoppable, allowing the audience to co-create the experience through a dedicated app. The app generates a personalized “digital wardrobe” for each guest, guides them through the venue, and highlights items or moments matching their tastes. Looks will be available for purchase on the app as soon as they appear on the runway, and guests can “like” outfits, influencing trending items across the app.
This initiative reflects how brands are using AI to blend in-person and online shopping, creating a more personalized and engaging experience for customers.
The News: OpenAI has responded to a lawsuit regarding a teenager’s suicide, attributing it to the “misuse” of ChatGPT.
Why it matters: The family of 16-year-old Adam Raine, who died by suicide in April, has sued OpenAI, claiming ChatGPT acted as a “suicide coach” by providing methods and even drafting a suicide note. OpenAI has denied these allegations, stating in a court filing that the teenager engaged in “misuse, unauthorized use, unintended use, unforeseeable use, and/or improper use of ChatGPT.” The family’s filings indicate that while the chatbot sometimes discouraged seeking mental health advice, it also provided a suicide hotline number in certain conversations.
OpenAI noted that the teenager bypassed its rules requiring parental consent for users under 18. This response suggests the company holds users responsible for their interactions with the chatbot, rather than the platform’s content. It also highlights the need for brands using OpenAI’s technology to implement their own safety measures in the absence of formal regulations.
November 25, 2025
The News: OpenAI has introduced a new shopping research feature in ChatGPT.
Why it matters: Leading AI search platforms have been rapidly rolling out shopping features ahead of Black Friday. OpenAI’s new tool offers a conversational, step-by-step product discovery experience, allowing users to interact with the chatbot to refine their search.OpenAI has introduced a new “personalised buying guide” feature within ChatGPT. This tool allows users to set a budget, find the best deals, and give feedback like “not interested” or “more like this” on suggested products. While similar shopping assistance was possible through regular chat before, this update creates a dedicated space in the app focused entirely on shopping. This move aligns with OpenAI’s gradual rollout of an integrated checkout for US users, enabling product discovery and purchase without leaving the app. By offering this dedicated shopping tool, OpenAI is strengthening its role as an AI-powered personal shopper, a step that also sets the stage for future in-app advertising.
In related news, AI platform Perplexity has launched a free “agentic” checkout feature ahead of the holiday sales season. Following OpenAI’s lead, Perplexity has partnered with PayPal to allow its US users to make purchases directly within the platform, eliminating the need to visit retailers’ sites. This streamlined process lets users research and buy products in fewer steps. Perplexity’s chief business officer, Dmitry Shevelenko, noted that the platform keeps the research step in users’ hands while making payments “agentic” to simplify the journey. The company has also refined its AI to better understand purchase intent and provide personalised recommendations based on search history. Perplexity has not disclosed whether it will earn revenue from these sales. This development is another sign that AI platforms are prioritizing shopping as a key growth area, aiming to keep users engaged on their platforms for longer.
Meanwhile, Google CEO Sundar Pichai has warned that “no company is immune” if an AI bubble bursts. As billions continue to flow into AI platforms and their supporting infrastructure, investors are growing increasingly concerned about a potential bubble reminiscent of the dot-com crash. Pichai’s statement acknowledges that even leading companies like Google could be affected if valuations are inflated and investment becomes overly concentrated in AI. However, he compared the current AI boom to the early days of the internet, suggesting that while a market correction is possible, the technology itself is transformative and will permanently change digital interactions. This view is shared by many AI proponents who believe it holds the potential for humanlike intelligence and societal improvement. Recent strong earnings from AI chipmaker Nvidia, which exceeded expectations by $1.8 billion with $57 billion in Q3 revenue, have boosted AI and tech stocks, indicating that investors are not entirely deterred by bubble fears. Experts advise fashion companies to proceed cautiously, investing in AI tools that offer clear, practical benefits for their businesses.
In other developments, Julie Bornstein’s startup Daydream has launched an AI shopping app for iPhone. Described as the “first chat-based AI shopping agent built exclusively for fashion,” Daydream aims to simplify shopping for consumers. Previously available only as a desktop website in beta, the new iPhone app integrates Apple’s visual intelligence feature. This allows users to point their camera at objects or text for identification, enhancing the shopping experience within the app.Users can search and shop directly from any screenshot on their phone. In practice, this means consumers can take a screenshot of an Instagram post, insert the image into the Daydream app, and instantly identify and purchase the featured products. This closes the loop between visual inspiration and buying.
November 11, 2025
Snap Partners with Perplexity for AI Search
Snap Inc., the parent company of Snapchat, saw its shares surge up to 16% this week after announcing a $400 million partnership with Perplexity AI, a rival to OpenAI. The deal will integrate Perplexity’s AI search engine into the Snapchat app. Starting in early 2026, Perplexity will appear in Snapchat’s Chat interface, allowing the app’s nearly one billion monthly active users to ask questions on any topic and receive real-time conversational answers powered by Perplexity’s generative AI.
This partnership opens a significant new revenue stream for Snap, which will charge Perplexity $400 million over a year to access its user base. For Perplexity, which has recently faced copyright infringement lawsuits from News Corp and Amazon, the deal provides timely validation. Snap stated the partnership highlights its role as “a trusted platform for AI partners to reach a large, engaged, mobile-native audience.” Snapchat will also use the conversations users have with Perplexity to enhance personalization on the platform, which will also serve as a driver for in-app advertising revenue.
Pinterest Explores Agentic Shopping
On Pinterest’s Q3 earnings call, CEO Bill Ready told investors the platform is exploring the potential for “agentic commerce.” Pinterest already offers “push button-type shopping” through its Amazon partnership and is gathering data to see if users want its AI to “push the button for them.” This follows the recent announcement that Pinterest will soon launch a voice-enabled AI shopping assistant. This tool will allow users to talk to the platform about what they’re searching for and receive personalized recommendations based on their saved pins and collections.
November 4, 2025
Nvidia Reaches $5 Trillion Valuation
Last week, Nvidia became the world’s first $5 trillion company. Just three years ago, before the rise of generative AI chatbots like ChatGPT, its valuation was $400 billion. Nvidia produces the software and hardware, such as graphics processing units (GPUs) and chips, that power AI models. CEO Jensen Huang said the company has already secured $500 billion in orders for its AI chips for the next five quarters, fueling a stock rally. This record-breaking valuation shows the immense promise investors see in AI technology. However, it comes at a time with limited data showing how AI has improved efficiencies. Talk of an AI bubble is widespread, and a potential burst could send shockwaves through markets if the technology fails to live up to expectations, though fashion companies using AI tools may be less directly affected.
Amazon Cuts 14,000 Jobs
Last week, Amazon announced it would cut up to 14,000 jobs from its corporate workforce, joining other major companies in announcing significant layoffs. This follows Target’s announcement the prior week that it was cutting 8% of its corporate staff (around 1,800 jobs), its first major round of layoffs in a decade. While neither company directly attributed the cuts to AI, analysts note a common thread: the reductions are focused on white-collar corporate roles, which are seen as particularly ripe for automation and efficiency gains.It will be interesting to see if more retailers shift their focus toward AI automation instead of jobs within their factories, and whether this becomes a trend.
October 28, 2025
Aerie Launches “Real People” Anti-AI Campaign
Aerie, the lingerie brand from American Eagle Outfitters, has released an Instagram campaign with a strong message against AI. The post, featuring behind-the-scenes photos from a holiday shoot, stated: “Real creativity at its best… No retouching. No AI. 100 per cent Aerie Real.” Known for its commitment to human “realness” and previously banning Photoshop, this move highlights how divisive AI-generated campaigns have become. While some argue AI removes creative constraints, the strongest backlash has been against campaigns that didn’t seem to need AI in the first place. Analysts suggest human-made content may become the ultimate mark of luxury. Will more brands follow Aerie’s lead this holiday season?
Meta Reportedly Lays Off 600 from AI Division
Meta, the parent company of Facebook and Instagram, is cutting about 600 jobs from its AI division, according to reports. An internal memo from Chief AI Officer Alexandr Wang stated the cuts would streamline decision-making and increase individual impact. This marks a shift after a major AI hiring spree earlier in the year, including Wang’s own recruitment. The move comes amid wider speculation of an “AI bubble,” where companies have received massive investments without yet proving their business fundamentals. Investors are now watching to see if Meta’s competitors will make similar cuts.
October 21, 2025
Frasers Group Partners with Commercetools for AI Shopping
Frasers Group is teaming up with Commercetools to become one of the first European retailers to implement new “agentic” AI shopping tools. This follows the recent launch of an open-source standard that allows different AI agents to interact and complete purchases. The partnership will enable shoppers to discover and buy products from Frasers Group brands like Sports Direct directly within AI platforms such as ChatGPT, once integrated checkout features arrive in Europe. This is the first major signal from a European retailer that it plans to launch AI shopping agents, which can search, select, and purchase items on a customer’s behalf.
Pinterest Lets Users Hide AI-Generated Content
Pinterest is introducing controls that allow users to remove AI-generated images from their feeds. Users can opt out of seeing this content in categories like home decor, beauty, and fashion. The platform will also make its existing AI labels more prominent. This move underscores how critical transparency around AI has become for the business and hints at the significant user backlash against such content, which remains highly controversial in creative fields.October 14, 2025
Revolve Launches AI-Powered Personal Styling Tool
US retailer Revolve has partnered with AI startup Zelig, founded by fashion entrepreneur Sandy Sholl, to launch a new ‘Build a Look’ feature. This tool allows customers to mix and match items from the site and style them on digital avatar models. The technology combines Zelig’s generative AI and computer vision with input from real stylists. Revolve also introduced a “digital closet” for saving desired and purchased items. This is part of a broader trend where online retailers are adding AI features to personalize shopping and maintain engagement as more consumers use AI for search. While single brands like Ralph Lauren and Moncler create online versions of their in-store experiences, multi-brand retailers face a tougher challenge in maintaining a unique selling point in the AI era.
OpenAI’s Sora App Hits One Million Downloads
OpenAI executive Bill Peebles announced that the company’s new Sora video-generation app reached one million downloads in under five days, faster than the initial uptake of ChatGPT in November 2022. This highlights high consumer demand for visual AI experiments, even though the app is currently invite-only and limited to North America. The rapid growth comes amid ongoing concerns from creators about the AI’s use of copyrighted work. If the app expands quickly without proper controls, a large amount of AI-generated content resembling original works could soon be published.
October 7, 2025
OpenAI CEO Promises Creators More Control Over Sora 2
Just four days after launching its invite-only Sora 2 video app, OpenAI CEO Sam Altman promised creators more detailed controls over how the app uses their copyrighted characters. In a blog post, he described plans for an opt-in model with “additional controls,” stating the company is listening to feedback from rightsholders and users and will “fix the missteps very quickly.” This swift response underscores the current controversy around AI and image use, as broader regulations to protect creative intellectual property are still lacking. For now, legal experts advise brands experimenting with AI images and video to obtain permissions from creators and provide proper attribution to avoid copyright issues.
September 30, 2025
California Governor Signs AI Safety Law
California Governor Gavin Newsom signed the first state law in the US requiring major AI companies to publicly disclose their safety and security protocols. The law also includes whistleblower protections for AI workers. Analysts suggest it could set a standard for other states. This move directly contrasts with former President Trump’s recent AI plan, which largely deregulates AI development at the national level. As home to many leading Silicon Valley AI companies, California has close insight into their operations. Brands operating nationally will need to monitor how other states respond and whether this influences the ongoing federal regulatory debate.
OpenAI Launches ChatGPT Checkout
OpenAI introduced ChatGPT Checkout, a feature that allows users to complete purchases directly within ChatGPT. Previously, users had to click through to a brand’s website after discovering products on ChatGPT. This “Instant Checkout” removes that step, streamlining the purchase journey. The feature has significant implications for brand partnerships and sales strategies.23 September 2025
The News: Meta introduces three new AI smart glasses models, but the demonstrations encounter problems.
Why It Matters: At Meta’s annual Connect conference on 17 September in California, CEO Mark Zuckerberg unveiled the first AI smart glasses with an in-lens display, called the Meta Display glasses. These are designed to reduce the wearer’s reliance on their phone. However, the live demos experienced several glitches. In one demonstration, the glasses misinterpreted a selection of raw cooking ingredients as a half-cooked dish while trying to provide recipe instructions. In another, the glasses failed to connect a live WhatsApp video call between Zuckerberg and Meta’s CTO, Andrew Bosworth.
Bosworth later explained on Instagram that the issues were not due to Wi-Fi, as Zuckerberg had suggested on stage, but rather because too many Meta AI glasses were in close proximity during the demo. This caused a surge of traffic to Meta’s live AI server. The incident highlights the complexity of making this emerging technology work seamlessly. Priced at $799, consumers will expect these highly anticipated glasses to function flawlessly. Meta now faces the challenge of resolving any bugs before the glasses go on sale in the US at the end of the month.
16 September 2025
The News: The US Federal Trade Commission (FTC) launches an inquiry into AI ‘companions’ used by teenagers.
Why It Matters: Tech companies, including OpenAI, Meta, and Google, are under investigation by the FTC over AI chatbots that offer “companionship.” This follows a series of high-profile suicides and incidents of harm among young people linked to their interactions with such technology. The FTC has ordered these companies to share details about how their AI chatbots develop characters and personas, how they monetize user engagement, and what measures they have in place to prevent harm—especially to young users. They are also required to disclose how they handle personal data from conversations.
For luxury brands, which have been hesitant to adopt AI due to concerns about losing consumer trust, this case is particularly relevant. Analysts suggest that as trust in generative AI grows, it could extend to other online activities, such as shopping. However, with AI regulation becoming increasingly fragmented, brands must take more responsibility for implementing their own safeguards. The results of this inquiry could offer valuable insights for brands developing their own AI ethics policies and may help shape future industry standards.
9 September 2025
The News: Fraudsters are using AI to fake defects on resale platforms.
Why It Matters: A troubling trend has emerged on fashion social media this week: some buyers on resale platforms are using AI image generators to create fake defects on items they’ve received, in order to claim refunds. On these platforms, trust relies heavily on the accuracy of a seller’s description of an item’s condition versus its actual appearance. While many of the faked defects shared on social media are obviously poorly done, others are more convincing, thanks to advancements in AI image generators and their growing accessibility.
When Vogue Business contacted major resale platforms, they indicated that this is not yet a significant business concern, suggesting that such fraud is still in its early stages. However, to maintain trust, platforms will need to stay ahead of this new risk. This may involve investing in enhanced verification processes, such as requiring videos from buyers who claim defects—an added cost that could eventually be passed on to users. Vinted told Vogue Business that it is “closely monitoring the evolving use of AI among our members to ensure it remains consistent with the platform’s usage guidelines.”Shein is investigating after a product image for a men’s shirt on its website appeared to feature a model resembling Luigi Mangione, who is accused of killing UnitedHealthcare CEO Brian Thompson last year. The online retailer has removed the image and stated it was provided by a third-party vendor and taken down immediately. However, the image circulated widely on social media, with speculation that it was AI-generated. Mangione has gained a cult following in the U.S., with some viewing him as a folk hero opposing the healthcare system, leading to a surge in clothing featuring his face and name sold on platforms like Etsy and eBay. This incident highlights the need for human oversight when brands use AI for routine tasks like product listings and underscores the current limitations of AI image generators, which can pull from any online content without discretion.
Amazon has launched Lens Live, an instant AI image scanning tool. While Amazon already had a visual search tool called Amazon Lens, this new live feature aligns it more closely with Google Lens and Pinterest Lens, allowing shoppers to point their phones at real-world objects to find similar products on Amazon’s platform. The feature will initially be available to tens of millions of U.S. shoppers, with no timeline given for further expansion. It will also integrate with Amazon’s AI shopping assistant, Rufus, for additional product information. This move represents Amazon’s significant investment in AI-powered shopping features and is the most advanced multimodal search development on a retailer’s platform to date, raising questions about how soon competitors will follow.
The initial excitement around ChatGPT-5’s launch and its “PhD-level” knowledge has faded amid criticism that the update is underwhelming. Users on social media and in tech circles have noted its tendency to produce inaccurate information and only slight improvements in natural language style. However, OpenAI’s increased focus on health, encouraging users to consult ChatGPT for medical advice, could benefit fashion brands. Experts suggest that as users trust the tool more for health recommendations, that trust may extend to other areas, such as shopping and style advice. The impact of this shift will become clearer in the coming months.
J Crew faces backlash for using unlabeled AI imagery in a campaign for its collaboration with Vans. Newsletter Blackbird Spyplane revealed that the images were created by AI photographer Sam Finn, sparking criticism on social media and within fashion communities. Critics were upset both by the lack of transparency about the AI use and because, as Spyplane described it, J Crew used AI to replicate its own vintage aesthetic from the late ’80s and early ’90s. The brand has not yet responded to the controversy.J.Crew did not confirm its use of AI, but it did update the campaign’s Instagram post to credit Finn for the “digital art.” (J.Crew has not responded to Vogue Business’s request for comment.) This is the latest in a series of AI image controversies in fashion, highlighting how divisive the issue is within creative circles. Is there a way for fashion brands to use AI images appropriately?
Meta partners with Midjourney on AI images and video.
Meta first entered AI image generation last year with its Imagine tool on Facebook, Instagram, and Messenger. Now, it’s teaming up with Midjourney—widely considered one of the best AI image tools—to “bring beauty to billions,” according to chief AI officer Alexandr Wang. This move is part of Meta’s major AI investment push and could help it develop image and video products to compete with Google’s Veo and OpenAI’s Sora, potentially changing the type of visual content users see on its platforms.
August 26, 2025
Meta implements an AI hiring freeze, according to The Wall Street Journal.
After hiring over 50 AI researchers in recent months, Meta has paused further hiring, confirming the move to the Journal. This freeze coincides with a broader restructuring of Meta’s AI teams into four divisions. As AI becomes a higher priority, companies are not only competing for AI talent but also figuring out their internal structures. Investors are already concerned about the stock-based compensation offered to AI experts, which could dilute shareholder value.
Google adds agentic capabilities to its AI Mode search function.
This update allows AI Mode to handle tasks like making restaurant reservations based on multiple constraints (e.g., “I only have an hour and need a quick lunch spot”). The feature will soon expand to booking local services and event tickets. It marks a significant step toward AI assistants acting as agents that navigate real-world systems, rather than just functioning as smart search engines. Previously available only in the U.S., U.K., and India, AI Mode is now rolling out to over 180 additional countries.
Meta offers AI translations to help creators expand their global reach.
Meta’s AI translation tool, which dubs and lip-syncs Reels on Facebook and Instagram into other languages, is now available for English-Spanish and Spanish-English translations, with more languages to come. This could help creators grow their audiences in new markets and further boost the creator economy.
August 19, 2025
ChatGPT-5 launches for businesses.
Following its release to consumers and developers last week, OpenAI has now extended ChatGPT-5 to enterprise customers. Spanish bank BBVA and Zara owner Inditex have already adopted the tool. Inditex’s data and AI lead, Oscar Mateos, noted on LinkedIn that “GPT-5 feels less like a tool and more like an expert collaborator who’s always one step ahead.” Which luxury conglomerate will be next to adopt the upgraded technology?
August 13, 2025
Stitch Fix announces AI shopping updates in a push for personalization.
Stitch Fix is seeking an edge as new AI-powered personal styling startups emerge, such as Daydream—founded by former Stitch Fix COO Julie Bornstein, which has raised $50 million in funding. While Stitch Fix has previously used AI to understand personal style and predict trends, it now claims that a new set of AI-powered styling features will “increase personalization, convenience, and inspiration” for its users.The updated features include an AI style assistant that uses generative AI to suggest outfit inspiration based on a customer’s evolving taste profile; a “Stylist Connect” platform for chatting with human stylists; virtual try-on with personalized AI style visualization; and AI design integration for private brands.
August 12, 2025
OpenAI Launches ChatGPT-5
OpenAI has launched ChatGPT-5, calling its knowledge a “major upgrade” from ChatGPT-4. This update has been highly anticipated since GPT-4’s last update in March 2023. The advancements in OpenAI’s technology serve as a key indicator of AI’s progress and what brands should understand about its capabilities. CEO Sam Altman stated, “GPT-3 felt like talking to a high school student, GPT-4 was more like a college student. But with GPT-5, it’s like talking to an expert—a PhD-level expert in any area you need, on demand.” OpenAI also claims its new model outperforms competing LLMs from Google, X, and Anthropic. Notably for brands, OpenAI emphasizes that the new model is more conversational than ever, which could impact customer interactions both in ChatGPT shopping searches and brand chatbots.
Pinterest CEO Pitches Platform as an “AI Shopping Assistant”
In Pinterest’s second-quarter earnings call, CEO Bill Ready positioned the platform as an “AI-enabled shopping assistant.” He noted that while users may not primarily think of Pinterest as a shopping platform, its AI experiments are providing proactive product recommendations that align with individual taste and style, much like a personal shopping assistant. Ready highlighted the platform’s use of multimodal AI (combining text and images), AI for visual search, and AI for conversational search. This development is worth watching as consumers increasingly turn to niche social platforms for product discovery.
Google Claims AI Search Increases Website Traffic
Google has countered industry analyst claims that AI-powered conversational search is reducing organic website traffic, calling such reports “inaccurate.” Liz Reid, Google’s head of search, wrote in a blog post that “average click quality has increased,” and the company is sending “slightly more quality clicks” to websites than a year ago—defining quality clicks as those where users don’t quickly return to search results. However, the blog did not provide supporting data, unlike the reports it challenged. With ChatGPT also being used for shopping searches, marketers are exploring AI optimization to improve their sites’ visibility in AI-driven search results.
August 5, 2025
Zuckerberg: AI Glasses as a Future Necessity
Following Meta’s strong second-quarter earnings, which exceeded revenue and profit expectations, CEO Mark Zuckerberg doubled down on the company’s AI ambitions. He announced that Meta’s AI models are approaching human-like “superintelligence” and reiterated his belief that AI-powered glasses will become the primary way people interact with AI. “I continue to think that glasses are basically going to be the ideal form factor for AI,” Zuckerberg told investors. “In the future, if you don’t have glasses that have AI—or some way to interact with AI—you’re probably going to be at a significant cognitive disadvantage.”Meta holds a first-mover advantage in smart glasses, but Google, OpenAI, and Apple are also heavily investing in AI-powered wearables. Read more about Meta’s moves here.
The news: Experts say AI is advancing much faster than expected.
Why it matters: While tech CEOs often hype AI’s potential, warnings from experts like Nobel laureate Geoffrey Hinton—who says development has surpassed expectations—add further urgency. Rapid progress is evident everywhere: this week, Meta’s AI model began correcting its own mistakes. With the U.S. sector largely deregulated since the Trump era, few barriers remain. Global brands, especially those handling consumer data in stricter regions like the EU, must now establish internal AI safeguards.
The news: Apple says it is “very open” to acquisitions this year to catch up on AI.
Why it matters: Apple has faced criticism for lagging in the AI race, largely due to its focus on data privacy. During this week’s earnings call, CEO Tim Cook signaled a shift, telling investors the company is willing to spend more and is “very open to M&A that accelerates our roadmap.” While recent acquisitions have been small and focused on music, events, and AI, watch for potential wearables-related deals given Apple’s strong presence in audio devices.
July 29, 2025
The news: Google launches AI shopping mode in the UK.
Why it matters: After debuting in the U.S. in May, Google’s AI Mode for shopping is expanding to the UK, aiming to quickly grow its user base. The feature uses generative AI to create a chat-style interface, allowing conversational product searches. Other U.S. shopping features—virtual try-on, Gemini-powered recommendations, and automated price comparisons—have yet to arrive in the UK. With 80% of consumers now relying on AI for at least 40% of searches, per Bain & Co., marketing teams are shifting focus from SEO to “AIO” (AI optimization). Learn more about AIO in fashion here.
The news: The UK government signs a “strategic partnership” with OpenAI to boost AI investment.
Why it matters: The UK is striving to keep pace with the U.S., Europe, and China in the global AI race. This partnership aims to attract more investment, with the government planning to use OpenAI’s technology for public services—likely training it on citizen data. In return, OpenAI will hire more UK research and engineering staff and expand its London office. As one of the world’s most influential AI firms, OpenAI is a key target for governments, including the U.S., which is pushing to develop AI domestically.
The news: Trump unveils a U.S. AI Action Plan and signs three AI executive orders.
Why it matters: The 28-page plan seeks to build national AI infrastructure, cement U.S. dominance, and restrict all federal…Agencies are now prohibited from using AI contractors that fail to meet the White House’s standards for “ideological neutrality.” These new policies roll back several federal AI safeguards from the Biden era concerning diversity, equity, inclusion, and climate change. They also block state-level AI regulations and further loosen export rules, encouraging global companies to depend more heavily on U.S.-developed AI. By eliminating existing regulations, the shift places greater responsibility on individual companies to create their own AI safeguards, particularly for those operating internationally. This U.S.-centric approach also poses significant challenges for the global fashion supply chain and consumer base, which you can explore further here.
22 July 2025
OpenAI pilots in-platform checkout
OpenAI has reportedly demonstrated a pilot checkout feature to some brands, allowing users to complete purchases directly within ChatGPT, according to the Financial Times. The company would charge brands a commission on sales. Currently, ChatGPT provides product recommendations with links to external e-commerce sites. Cutting out this step creates a new revenue stream for OpenAI but could substantially affect brands’ online sales. Brands more easily surfaced by ChatGPT would gain a major advantage. While the inner workings of large language models like ChatGPT remain somewhat unclear, emerging best practices can help brands optimize for AI search.
WeTransfer reverses course on AI training
WeTransfer has reversed its plan to use user-generated content to train AI after updated terms of service sparked widespread backlash. Copyright laws have traditionally protected creatives such as photographers from unauthorized use of their work. The training of AI models on such material is a contentious issue in fashion and creative fields, raising concerns over copying, duplication, and direct competition—potentially threatening livelihoods. Given WeTransfer’s widespread use among creatives, this reversal highlights the reputational risk companies face when openly training AI on creative work.
Meta plans massive AI data center
Meta CEO Mark Zuckerberg announced plans to build a data center “the size of Manhattan” to power the company’s AI development. This move underscores the scale of Meta’s investment in AI, following its ownership of Instagram, WhatsApp, and Facebook. Building and maintaining data centers on this scale requires billions of dollars. Zuckerberg has expressed particular optimism about Meta’s AI smart glasses, and recent reports suggest the company may acquire a stake in its Ray-Ban Meta AI glasses partner, EssilorLuxottica.
Sign up for the Vogue Business newsletter for the latest luxury news and insights, plus exclusive membership discounts.
Comments, questions or feedback? Email us at feedback@voguebusiness.com.
Frequently Asked Questions
Of course Here is a list of FAQs about The Vogue Business AI Tracker designed to answer questions from newcomers to industry professionals
Beginner Definition Questions
1 What is The Vogue Business AI Tracker
Its a regularly updated curated database and analysis tool from Vogue Business that monitors how major fashion and luxury brands are experimenting with and implementing artificial intelligence
2 What does it actually track
It tracks realworld AI projects across categories like marketing design customer experience and supply chain
3 Who is this tracker for
Its designed for fashion industry professionals investors tech developers and anyone interested in the practical intersection of AI and luxury fashion
4 Do I need a tech background to understand it
Not at all Its written for a business and creative audience explaining the why and so what behind the tech in the context of the fashion industry
Benefits Use Case Questions
5 Whats the main benefit of using the tracker
It saves you hours of research by providing a centralized vetted source of whats actually happening with AI in fashion helping you spot trends benchmark against competitors and gather inspiration
6 How can a brand use this information
To identify opportunities assess risks make informed investment decisions in tech and avoid falling behind
7 How can a student or researcher use it
As a primary source for case studies and trend analysis providing concrete examples of how theoretical AI applications are being deployed in a specific creative industry
Content Functionality Questions
8 How often is it updated
It is updated on a regular basis as new projects and initiatives are launched by brands Major updates are announced in the Vogue Business newsletter
9 Does it just list projects or does it offer analysis
It provides both Each entry typically includes a description of the project the AI technology used and commentary or analysis on its significance effectiveness and implications for the industry
10 Can I search or filter the tracker
Yes the tracker is usually filterable by brand by type of AI technology eg