“To remain at the cutting-edge, luxury brands must learn to harness AI to pioneer new and meaningful experiences with consumers,” Marc Close, CEO of bespoke apparel platform Bespokify, wrote for the Business of Fashion last month in an op-ed entitled ‘Technology is Eating Fashion.’ With large retailers, including Amazon and ASOS, jumping on the AI bandwagon, Close has a point. But, for those yet to dip their toes into the water, what’s the best way to approach artificial intelligence technology? Here, we look at some companies that are embracing – and creating – AI tech in different ways.

Embracing the blossoming value of conversational artificial intelligence (AI) for retail, Macy’s has collaborated with IBM Watson – IBM’s cognitive technology division – to pilot an AI-based shopping assistant.

When Facebook announced the launch of its chatbot tool this April, it was a sure sign that artificial intelligence was about to become mainstream. And with a recent study by Mindshare UK revealing that 63% of consumers are willing to put their trust in such tools, now seems like the right time for brands to get themselves acquainted with the Bots.