BoF VOICES 2025: Exploring Technology’s Role in Serving Humanity in Fashion
November 20, 2025 | Oxfordshire, United Kingdom — By Marc Bain
At the third session of the 10th annual Business of Fashion (BoF) VOICES conference, held recently in Oxfordshire, industry leaders, innovators, and futurists convened to reflect on the evolving intersection of technology and fashion. Titled "Technology in Service of Humanity," the session unfolded candid conversations addressing the dual nature of technological advancements, particularly artificial intelligence (AI), and their profound yet complex influence on society and the fashion industry.
Society’s Unease and Potential with AI
The discussion opened with entrepreneur and futurist Azeem Azhar in dialogue with Kenneth Cukier from The Economist, highlighting the expanding adoption of AI tools — with around a billion users globally engaging with platforms like ChatGPT and Google’s Gemini. Despite this impressive proliferation, optimism about AI’s societal impact is uneven. The Edelman Trust Barometer revealed that a majority of respondents in the U.S. and U.K. harbor skepticism or pessimism about AI’s benefits.
Azhar underscored the ambivalence surrounding AI’s progress: Is the current enthusiasm a bubble on the verge of bursting? Even experts struggle to answer definitively. However, he emphasized the slow but transformative trajectory AI promises, drawing an analogy to the early days of electricity. Initially, electricity enabled automakers merely to extend working hours through lighting; it was only a decade later, with Henry Ford’s assembly line innovations, that it revolutionized manufacturing. Similarly, Azhar predicted that the most forward-thinking companies will eventually overhaul their entire operations around AI integration.
AI’s Transformative Impact on Fashion Business
Emerging voices from innovative startups illustrated AI’s burgeoning role in modernizing fashion commerce. Sophia Kianni and Phoebe Gates, co-founders of Phia, shared their ambition to rethink e-commerce using AI by making shopping faster, more intuitive, and transparent. Gates, daughter of Microsoft co-founder Bill Gates, stressed that consumers now expect AI-enhanced experiences as standard — from rapid product comparisons to clear insights into resale value.
Meanwhile, PixelModa, a leader in commercial fashion photography, blends human creativity with AI assistance. President Gianni Serazzi explained that AI guides photographers during shoots and generates imagery, enhancing efficiency and the creative process. Clients like Etro’s CEO Fabrizio Cardinali showcased how AI supports not only campaign visuals but also media planning, product storytelling, and content creation — allowing teams to “work smarter, not harder.”
Recognizing AI’s Limitations
Still, industry insiders cautioned about AI’s present constraints. Serazzi noted that when content is unique rather than repetitive, AI’s effectiveness diminishes significantly. Gabriel Whaley, founder and CEO of MSCHF — known for viral, culture-shaping stunts — reflected on the shifting nature of social media virality. Where once content spread organically because it resonated emotionally, today’s ecosystem is dominated by algorithmic strategies prioritizing quantity and format, especially short videos. Whaley lamented that we are overwhelmed by noise, with AI amplifying this flood rather than curating meaningful connections.
As a remedy, Whaley advocated for prioritizing intimacy and exclusivity through smaller, secretive groups that emphasize craftsmanship and human connection—values he believes technology should support rather than undermine.
Community as a Genuine Connection Tool
Moderating these complex technology discussions was Laura Nestler, Vice President of Community at Reddit. Nestler advised brands to embrace community as a niche, focused endeavor rather than a universal strategy. Powerful communities are cultivated by a brand’s most passionate 1%, who seek to contribute and co-create rather than solely consume. However, achieving authentic engagement requires brands to relinquish some control and foster real dialogue.
Digital Product Passports: Storytelling Through Connectivity
Highlighting additional technological advances, Michele Casucci, founder and GM of Certilogo, introduced digital product passports (DPPs) as more than compliance tools for upcoming European Union regulations. DPPs assign digital identities to fashion items, enabling brands to share rich stories about origins, craftsmanship, and authenticity. Designer Patrick McDowell demonstrated this with his Spring-Summer 2026 collection, where bespoke pieces incorporated DPPs to narrate their creation — such as a dress constructed from four vintage wedding dresses — preserving its story for wearers and future generations.
Looking Ahead
BoF VOICES 2025’s technology session showcased an honest and nuanced exploration of AI and digital innovation within fashion. While challenges remain regarding trust, impact, and authenticity, speakers agreed that technology holds tremendous potential to deepen human connections and revolutionize how fashion businesses operate.
BoF VOICES is supported by strategic partners including McKinsey & Company, Amazon Fashion, PixelModa, Certilogo, and others, reinforcing the collaborative spirit necessary to navigate technology’s evolving role in fashion.
Marc Bain is Technology Correspondent for The Business of Fashion, based in New York. He specializes in covering technology, innovation, and their interplay with the fashion world.
