AI is changing fashion forever. What should we accept – or reject?

Is this a surprise given the developments AI alone has offered for fashion in 2025? In late September, OpenAI announced a partnership with e-commerce platform Shopify to give its users the ability to request, browse, and check out products without ever leaving their conversation in ChatGPT. Since November, Perplexity AI has been offering a similar experience to its paying subscribers. Other AI startups — Daydream, a fashion search engine, Phia, a price comparison app, and Spangle AI, whose software allows brands to curate individual product pages for users who navigate to their site via ads — have only just begun to revolutionize the shopping and operations sector.