MK Barker

Consumer Insights Consumers remain cautious about deploying AI in the fashion industry. While many brands and retailers already use AI tools, more than half of surveyed consumers indicated they have never encountered AI in shopping for apparel or cosmetics. One key barrier to consumer adoption of AI in retail is a lingering skepticism about AI's ability to replicate human creativity and emotional understanding.

Hogan Lovells' Retail and Fashion team attended “The Future of AI” webinar hosted by Vogue Business on May 7, 2026. The webinar explored key findings from Vogue Business' multi-part “Future of AI” series, which included a survey of over 250 consumers to understand their attitudes toward the use of AI in fashion and retail.

On January 13, 2025, during the National Retail Federation’s “Big Show,” in-house attorneys from a variety of leading retailers gathered in the General Counsel's Forum to discuss key legal issues impacting the retail industry. Two such issues are artificial intelligence (“AI”) and cybersecurity, each of which are increasingly a focus of the retail sector as companies seek new ways to personalize and digitize the shopping experience.