Fashion will be bought differently, for good.
The fashion world has been in great turmoil in recent years. In addition to the drop in household consumption of clothing, it is also the way we buy that has profoundly changed. After the transition from physical stores to online stores, another advancement is changing the way we shop forever. And if we are to believe what consulting firms say, we will buy our clothes mainly through him…
“In two years, we will all buy via ChatGPT”affirmed Cécile Lejeune, president of Kantar Francein the magazine Strategies. Because yes, from now on, our shopping trips will increasingly be done thanks to Artificial Intelligence. This is already the case in France: in mid-2025, a third of French people said they use AI to make their purchases – or 46% more than last year. In the United States, its use is more commonplace: 53% say they have used AI to search for information and to buy, according to Business of Fashion And McKinsey.
But why does AI take up so much space in our purchases? Quite simply because it facilitates consumption in many ways – much more than browsers such as Safari, Mozilla Firefox Or Google. 85% of Americans who have shopped using these new intelligent tools say they are more satisfied than with traditional methods.* First of all, it allows extreme personalization of the shopping session. Based on users’ search and/or purchase history, the AI makes suggestions for items likely to appeal to them. No need to search anymore: the garment of their dreams appears right under their noses.
But more than suggesting products that they are not thinking of, Artificial Intelligence allows them to find the parts they want and/or that they have already identified, from a vague idea or a well-defined part. They can describe the desired item of clothing in an abstract way to the conversational robot so that it makes suggestions consistent with the description, or drag the precise photo of the product into the “reverse search” tool. Resale platforms like The Good Corner Or Vinted already have this functionality.
Finally, in these financially complicated times, the French are increasingly using AI because it makes it possible to optimize and rationalize purchases. Many of them use ChatGPT to compare, for them, a set of parts based on very specific criteria. The idea? Find the one that will have the best value for money. Rather than searching for and comparing each item of clothing one by one, they simply have to ask the AI of their choice. A bit like a shopping assistant, a personal shopper accessible at your fingertips.
