At this month’s Glossy’s E-Commerce Summit in Miami, brand and retail executives used town hall and interactive speaker discussions to workshop their next strategies, with considerations including the rise of AI, the evolution of creator marketing and the new fragility of consumer loyalty. The conversations sparked new ideas, provided immediately actionable takeaways, and shaped the overall direction of fashion and beauty, informing plans and priorities. Below is a rundown of the state of the industry and brands’ next steps, accordingly, based on Summit discussions. The rise of agentic commerce and the widespread integration of AI are changing retail.
Brands are rapidly embedding artificial intelligence into both internal workflows and consumer-facing experiences, treating it not as a replacement for humans, but instead as a means of enabling next-level efficiency and personalization.
Internally, brand leaders are fostering a culture of experimentation, where teams use AI to code, analyze data and draft email communications, for example.
“I’m constantly telling my team, ‘If it takes you longer than 15 minutes to do something, there’s a faster way, and you should learn and try to figure it out via AI,’” Jenna Manula Linares, vp of digital marketing at Tarte, said during a panel discussion on how beauty industry leaders are managing the AI explosion.
