Seventy-four percent of customers report walking away from e-commerce purchases due to the volume of choice, according to The Business of Fashion and McKinsey’s The State of Fashion 2025 report.

To help consumers navigate this challenge, companies are increasingly turning to new tools — particularly generative AI (gen AI) — to curate, personalise and simplify the shopping experience.

Zalando’s VP of content solutions, Matthias Haase, CEO of Chief Digital Agency Jenna Flateman Posner, retail tech expert Jessica Couch and BoF’s Annabel Bolton unpacked the future of the next-generation technology’s role in elevating online content.