In this week’s Luxury Briefing, a look at recent AI-focused moves by Macy’s and ways luxury brands are edging into AI styling to sell head-to-toe looks. Also, a check-in with Launchmetrics CEO Michael Jais on how LLMs are changing data tracking for fashion campaigns. Finally, executive moves at OTB, and news to know from PVH, Kering and Rent the Runway. For tips or comments, you can email me at zofia@glossy.co.This week, Macy’s brought AI shopping assistants closer to the retail sales floor.
On its first-quarter earnings call on Wednesday, Macy’s said it had introduced Ask Macy’s, an AI-powered conversational shopping assistant that helps customers discover products across channels. CEO Tony Spring said the tool is still new, but customers using it are showing higher conversion rates. Macy’s plans to soon take the technology to Bloomingdale’s, where the assistant will be called Ask Bloomingdale’s.
“We view AI and humanity working together, and that creates the best possible results,” Spring said on the call.
But in-house at luxury brands, the challenge is harder. AI can improve search, recommendations and conversion, but luxury selling still depends on tone, context and trust. A generic assistant may find a black blazer, but it won’t understand why one belongs in a client’s wardrobe.
