Can You Trust AI to Tell You Which Brands Are Sustainable?
A BoF analysis of recommendations by ChatGPT, Claude and Gemini found that brands' online reputations and how users phrase their questions matters more than actual environmental performance.
The Business of Fashion has become a contentious topic online as eco-conscious consumers demand sustainable apparel. Synthetic materials like polyester are increasingly viewed as cheap and low quality, prompting shoppers to gravitate towards natural fibers. With more and more consumers turning to AI-powered chatbots like ChatGPT and Google's Gemini for product recommendations, fashion retailers are desperate to appear in these search results.
At the same time, they are reluctant to hand over the customer data that fuels e-commerce. As algorithms increasingly influence luxury shoppers' purchasing decisions, the relationship between brands and their clientele is being reshaped, according to BoF Insights and McKinsey's report 'Face to Face With Luxury Clients.' Shayeza Walid, Senior Editorial Associate at The Business of Fashion, focuses on the environmental impact of fashion, climate accountability, supply chain issues, and labor practices. Based in London, she also contributes to BoF's Global Markets and UK coverage.
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