The world is changing. Can fashion keep up?

For me, there is a real question around how are you going to capitalize on AI and how it is changing your customer journey and when. Because what we see sadly in the industry is a lot of pilots and a lot of nice experiments. We do not see a lot of true rewiring of the organization, particularly in domains that I think are extremely strategic, like clientelling or supply chain. That's McKinsey senior partner, Gemma Dowria. This June, runways in the fashion capitals like Milan and Paris are teeming with upcoming trends. And according to our latest research, a lot of folks are actually using AI now to shop. So what can brands do to make the most of this growing AI adoption? Gemma joins me and McKinsey senior partner Holger Harris to share what matters most to fashion consumers and how they're using AI to get it.

Mm-hmm. This is the McKinse Podcast, where we help you make sense out of the world's toughest business challenges. I'm your host for today, Lucia Rahili. Gemma, welcome back. Great to have you.

Thank you. Nice to see you to see how are you? Very well. You, Gemma, are based in Milan, which is arguably the world's fashion capital. Yes, it is. Paris and New York might beg to differ, but But they're not on this podcast right now. Exactly. What are you hearing on the ground? Anything interesting to report? There is a continued Pessimism or concern about two things in particular. One is consumer appetite to spend.

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