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Sonia Lapinsky, AlixPartners’ Global Leader of Retail Fashion discusses how smaller fashion brands are using AI-enabled features to help boost their businesses
20 November 2025
Small brands are torn between adopting AI—which can streamline operations but may dilute creativity—and avoiding it, which risks falling behind competitors. Many start with mainstream tools like ChatGPT or Perplexity to cut costs and speed up basic tasks, then move on to custom AI solutions that tackle larger challenges such as merchandise planning and inventory management.
