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Redefining Value: Fashion in the Age of AI, Sonic AI
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Redefining Value: Fashion in the Age of AI
The McKinsey Podcast
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Jun 11, 2026
•
24:56
Interview
Redefining Value: Fashion in the Age of AI
From
The McKinsey Podcast
Lucia Rahilly
(Host, McKinsey Podcast)
•
Gemma D’Auria
(Guest)
•
Redefining Value
(Guest)
•
Holger Harreis
(Guest)
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Executive Summary
The luxury fashion industry shows resilience despite economic pessimism, but consumer priorities are shifting towards value, wellbeing, and individuality, driving growth in categories like affordable luxury, jewelry, and wearables.
AI is poised to transform the entire fashion value chain, from generative design and hyper-personalized marketing to demand forecasting, but most companies are stuck in the experimentation phase and failing to achieve enterprise-scale adoption.
A profound structural shift is underway as consumers increasingly use AI agents (like ChatGPT) for product discovery, threatening to disintermediate brands from their customers in a way not seen since the advent of e-commerce.
Brands must urgently develop a strategy for this new AI-driven landscape, deciding whether to build their own proprietary agents to deepen loyalty or partner with dominant platforms to maintain relevance.
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Keep pulling the thread on Redefining Value.
AI's Transformation of the Fashion Value Chain
The Rise of the AI Agent and Customer Disintermediation
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Processed Jun 24, 2026
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