A Vogue Business survey of 251 readers reveals widespread caution toward AI in fashion and beauty shopping, with over half never using it for such purposes. Consumers prefer human elements like influencers over AI recommendations and express concerns about creativity, jobs, and data privacy. The findings highlight opportunities for discreet, behind-the-scenes AI use in luxury retail.
Vogue Business surveyed 251 readers of Vogue, Vogue Business, and GQ in the UK, US, and Europe between March 16 and April 7, 2026. While 43% use AI chatbots like ChatGPT regularly for general purposes, adoption for fashion and beauty shopping lags: 54% have never used them, only 2% always do, and 12% often. ChatGPT leads at 63% among users, followed by Google Gemini at 38% and Anthropic’s Claude at 23%.^1^ Vogue Business survey data, April 2026. 1: Internal Condé Nast research, 251 respondents aged 16+, 76% female, 55% UK-based. Only 8% trust AI chatbots for recommendations, compared to 27% for influencers, with 49% trusting neither. One respondent noted, “AI can’t physically try the products,” unlike influencers. Top concerns include loss of creativity (23%), job replacement (19%), reduced human interaction (18%), and data privacy (17%). Fifty-one percent would view luxury brands using AI in products more negatively, though 46% find AI exciting for fashion's future. In physical stores, preferred by 40% of respondents, 66% said AI robots would hinder their experience. Trust in AI recommendations stands at 24%, with 55% distrusting them, amid reluctance to share sensitive data like card details (72% unwilling). Only 31% would let an AI agent handle shopping. Consumers cite styling outfits and budget-friendly style as key challenges, yet only 11% use AI for personalized recommendations, with 62% saying it gets style right only sometimes. One respondent said, “A machine cannot understand the nuances of what might inspire me.” The survey suggests brands use “invisible AI” for inventory and clienteling to balance efficiency with authenticity.