Agenda-setting intelligence, analysis and advice for the global fashion community.

Tracking Fashion Brand Performance in the Age of AI

Our new AI-powered tool, BoF Insights Brand Pulse, evaluates fashion brand performance across five dimensions — Discoverability, Identity, Value, Connection and Love — combining digital signals and consumer conversations to measure brand performance in an easy-to-use dashboard.

Pulse Cover — BoF Insights Brand Pulse, powered by Quilt.AI, translates noisy digital signals into clear, actionable insight across five core dimensions of brand performance. (BoF Team)

Imran Amed

27 October 2025

Algorithms, viral moments and AI platforms now shape how billions of people discover, talk about and connect with fashion brands. A single TikTok trend can ignite global demand. A celebrity sighting can dominate search and social conversation. And AI chatbots like ChatGPT and Gemini are shaping how customers discover and learn about fashion.

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About the author

Imran Amed

Imran Amed is the Founder, CEO and Editor-in-Chief of The Business of Fashion. Based in London, he shapes BoF’s overall editorial strategy and is the host of The BoF Podcast.

In This Article

Topics

Technology:Artificial Intelligence

Series

Letter From The Editor

Organisations

Quilt.AI

Why an H&M Alum Launched a Talent Company for AI Models

One of the minds behind H&M’s foray into using digital twins of human models has struck out on her own with a new company that’s pushing the idea even further.

Why People Hate AI

Anger towards AI is growing as it becomes more deeply embedded in the workplace and daily life. Brands that want to use the technology and maintain customer trust would be wise to understand the reasons.

The Fashion Jobs Where AI Shines, and Where It Struggles

Companies have raced to put large language models to use for jobs from generating images to writing code, but to get the best use of this innovative form of AI, they need to know its limits and how to navigate around them.

The Debrief | The Retailer That’s Obsessed With AI

The Debrief hosts Brian Baskin and Sheena Butler-Young are joined by BoF’s retail editor Cathaleen Chen to talk about why Revolve is betting on ‘a culture of AI’ for their expansion.

Adwoa Beauty to Enter Liquidation

A Texas court ruled that the hair-care label’s bankruptcy filing be converted to Chapter 7.

How Chanel Became the Hottest Brand in Fashion

As the French couture giant cruised into Biarritz this week, surging interest in its revamp under designer Matthieu Blazy scored it the top spot on the Lyst Index. But could Blazymania go too far?

Building Connection Through Luxury’s Sensory Evolution

Luxury fragrance house Amouage, together with The Business of Fashion, convened leading creatives for an evening of open dialogue on the evolution of the luxury industry — from visual symbol to deeper emotional connection.

The BoF Podcast | Inside Dries Van Noten’s Venice Manifesto

After stepping back from his namesake brand, Dries Van Noten has opened a foundation in a Venetian palazzo dedicated to craft, beauty, and the things made by hand and soul. BoF's Tim Blanks speaks with the designer about why, in ugly times, making something beautiful is the only real form of protest.

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