The new tech shopping for you while you sleep

A new wave of artificial intelligence tools is reshaping how consumers interact with fashion and shopping, bringing to life a concept once imagined in popular culture. In 1995, a scene from Clueless depicted a character using a computer to select an outfit, a vision that seemed futuristic at the time. Now, in 2026, such interactions are increasingly common, with 81 percent of shoppers in Australia and New Zealand using AI to assist them in online purchases, according to a report by Stripe and Thoughtworks. This shift is driven by advancements in AI technologies that enhance various aspects of e-commerce, including fit recommendations, virtual try-ons, trend forecasting, and inventory management. One of the latest innovations is agentic commerce, where AI assistants handle the majority of the shopping process. Users provide detailed criteria, such as a request for a cotton midi dress suitable for a summer wedding under $300 that arrives by the end of the week, and the AI assistant searches for matching products, compares options, and even makes the purchase if authorized. Kathryn Heffernan, managing director for retail and travel at Thoughtworks APAC, notes that this evolution benefits time-constrained consumers by reducing the administrative burden of online shopping. She highlights that AI assistants can efficiently analyze product descriptions, reviews, and size guides, compiling comparisons in seconds. This efficiency allows users to make more informed decisions, potentially leading to fewer but higher-quality purchases. However, the rise of AI in shopping raises concerns among some industry professionals. Fashion editors describe the process of discovering unique items as a meditative experience, often involving extensive research and exploration. Similarly, designers grapple with integrating AI into their workflows without compromising their creative processes. Gautam Kapoor, founder and designer of Melbourne-based label Gotham, acknowledges the utility of AI in coding his website and enhancing its functionality through plugins that track sales and optimize layouts. Despite these advantages, he emphasizes that AI's role is largely derivative, drawing from existing data rather than fostering entirely new ideas. This distinction underscores the ongoing challenge for designers to leverage AI without stifling innovation. As AI continues to evolve, its impact on consumer behavior and the fashion industry remains dynamic. With projections indicating that spending on agentic commerce technology will surge from $5 billion to $47 billion by 2030, the integration of AI into shopping experiences is poised to deepen further, altering both consumer habits and the landscape of retail itself.