When they *hate* AI but love a cute mascot…
AI’s rise is unleashing a brand new kind of culture war.
In our 2026 predictions, we alluded to a new narrative in retail’s authenticity arc. Some users back early tech adoption and innovation and are eagerly using AI in their daily lives.
Others are embracing proof of work and staying loyal to brands that prioritize craft.
It’s a push-and-pull that’s shaping both commerce and culture, and that’s why we’re bringing the debate to the VISIONS Summit stage.
Clank Down the Runway.
“A stupid, ugly robot on the runway at Vogue World: Milano.” This is more than a Washington Post headline; it’s the general sentiment from attendees and the general public. Indeed, we can’t help but notice the irony of hosting a bot-riddled event in a city rich with architecture, culture, and handmade artifacts. OpenAI and Meta were credited as top-tier event sponsors, representing big tech’s looming presence in fashion. (Life is clearly stranger than The Devil Wears Prada 2…)
Yet Eli Lilly’s presence drew a particular type of ire. Some called having the GLP-1 manufacturer at the event “problematic,” and it is. But, as our Signal Report showed, it’s also the ripple effects of our new wellness culture coming at us full force.
AI Hits the Entry Level.
We’ve heard that AI can’t convey taste, but can it convey experience and expertise? This is the new debate hitting executive stages and podcast feeds. Speakers at a recent Digiday event claimed they’ve stopped hiring for entry-level positions because of AI. A similar story recently ran on Business of Fashion. But what happens when senior leaders leave the org? It leaves a glaring gap where vision belongs.
The same feeling is trickling into local bookstores and beauty counters. One bookseller compared recommending a book to “recommending an emotion,” which makes shoppers bringing in AI-generated “must-read” lists feel so, so wrong. And beauty consumers admit that while AI can make surface-level recommendations, they can’t understand and relate to the human experience of knowing how a particular lipstick feels. Even the most AI-forward retailers like Walmart are placing clear boundaries on where (and why) AI is used.
Wear Your Fandom.
The Fandom Economy means that consumers want to carry fandom with them, whether it’s something they smell, taste, or wear. A Court of Thorns and Roses is launching a $29.99 fragrance with Fine’ry. The series has sold 75M copies and will likely get its community of romantasy fans to Target stores. Sally Beauty just entered a multi-year agreement to be the official beauty retailer of the Dallas Cowboys and Dallas Cowboys Cheerleaders, showing that fandom on the field can venture into the beauty closet. Mattel is also expanding its KPop Demon Hunters line to include action figures, games, and collectibles, fully banking on the sequel’s inevitable success.
It Was Never a Phase.
This is what happens when Millennials join the marketing leadership team. Wendy’s has released a legit emo album, developed with multi-platinum producer and songwriter Matt Squire, whose credits include Panic! at the Disco, 3oh!3, All Time Low, Simple Plan and Sum 41, and a steady rotation of talent. Some of the album’s bangers include “Always Fresh, Never Frozen” and “Dipped Fries, A Salty Sweet Goodbye.” Talk about eating your feelings.
Packaging is Media.
Life is so bleak that the Laughing Cow stopped laughing. The mascot’s new look was revealed as part of a larger PR play and, well, the internet has thoughts. The culture’s strong response shows that our parasocial relationship with brands is especially strong when we can put a face to the name.
In other packaging news, California Gov. Newsom has just signed a new bill to enact the first statewide label for non-processed foods. The voluntary label follows California becoming the first state to define “ultra-processed foods” as any product containing at least one additive or high levels of saturated fat, sodium, or added sugar. The California Department of Public Health will oversee the new labeling system, working with accredited independent agents to officially certify products.
LLMs Fight for the Front Door.
In our study of the new Concierge Economy, we described LLMs as the new “front door” of commerce. While they have become a key entry point, our data showed that most consumers (77% at that) still preferred to visit branded eCommerce sites to make a final purchase. That hasn’t stopped these platforms from trying to shift the journey in their favor. In India, Google is testing a way for consumers to buy products from Flipkart within Gemini and AI Mode. Shopify has also added WebMCP support for checkout, including Shop Pay, so agents can sift through the digital shopping cart, update it, and press “pay now.” This news comes as retailers ranging from Amazon to Adidas close their “doors” to bots.
The Conversational App Store.
OpenAI has made less-than-stellar headlines lately (like this one and this one), but that hasn’t stopped the company from seeking more funding and hosting its latest DevDay. Some of the key headlines from the event: new models, a new way to use your AI allowance in third-party apps, and new cutesy AI assistants that rival Meta’s Muse. You read how we feel about this strategy here.
But the most fascinating takeaway from DevDay is that ChatGPT is turning itself into an app store. The platform will capitalize on its 1.2B weekly users by suggesting apps in-chat. Developers can even let users use their tools within the ChatGPT interface, leveraging ChatGPT’s plugin architecture, which now supports extensions.
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