technology / Artificial Intelligence

Apple Inc. is aiming to release smart glasses at the end of next year as part of a push into AI-enhanced gadgets.

The search giant unveiled a new shopping experience and other features at its annual I/O developer conference as it vies with rivals to transform the way consumers find and buy products online with AI.

BoF’s latest white paper, ‘The Future of E-Commerce, Powered by Generative AI’ — in partnership with Zalando — explores building the right foundations in a workplace for introducing the next-generation technology. It also examines the legal and ethical frameworks businesses must consider when working with the technology.

In 2025, e-commerce retailers are vying for divided consumer attention. BoF’s latest white paper, ‘The Future of E-Commerce, Powered by Generative AI’ — in partnership with Zalando — explores how the next generation technology is pushing the frontiers of product delivery and content displays, and enhancing digital shopping experiences along the way.

BoF’s latest white paper, in partnership with Zalando, unpacks the opportunities in leveraging the next generation technology across the e-commerce value chain, from optimising customer experience and content displays, to understanding legal and ethical frameworks.

The backlash against AI models has led to protective legislation for human models, though pro-tech critics still cite issues like AI’s limited use and inability to replicate innovation.

The company expects public opinion to be divided on its plan to use “digital twins” of real models in AI-generated imagery. But the best way to protect models’ jobs and rights in the age of AI, it says, is to bring them into the process.

The AI-generated campaigns, which offer a glimpse of what the future of marketing could look like, have already drawn the attention of brands such as Gucci.