Annabel Bolton

Having started her career in fashion PR and marketing, Jennifer Jackson pursued a long-standing love of the beauty industry to work in marketing at Nars — where she remains 12 years later. Now, she shares her career advice.

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.