AI Brand Comms Tracker, Q2 2026
Published 29 June 2026
Rebecca Hobbs
This quarter, we’re tracking how brands are implementing ultra-naturalistic navigation in response to consumer adoption of zero-click commerce, in-store artificial intelligence (AI) for next-gen smart brand spaces and continued innovation in virtual fashion try-on and digital wardrobing. Standout projects include search that visualises an idea – responding to real-time alterations – and matches it to a real product, multilingual agentic assistants and advanced virtual try-on in physical spaces.
Zero-Click Commerce Spurs Demand for Naturalistic Navigation
In-Store Services Power the Next-Gen Smart Space
Digital Wardrobing & Virtual Try-On Innovations
Responding to declining use of traditional e-commerce filters and multi-page searches in favour of searching in naturalistic (conversational) language (see stats below), forward-thinking brands and e-commerce giants are creating intuitive, multimodal navigation features. These include voice-based bot Q&As, stock-checking and order-taking phone lines, and search that matches ideas dreamt up by shoppers to real-life products.
Responding to declining use of traditional e-commerce filters and multi-page searches in favour of searching in naturalistic (conversational) language (see stats below), forward-thinking brands and e-commerce giants are creating intuitive, multimodal navigation features. These include voice-based bot Q&As, stock-checking and order-taking phone lines, and search that matches ideas dreamt up by shoppers to real-life products.
Serving the 67% of global consumers who prefer using self-service tech over talking to a customer adviser in-store (Tidio, 2026), some brands are launching in-store AI assistants. Innovations include multilingual on-screen advisers capable of discussing technical product details, real-time AI try-on smart mirrors and in-mall colour analysis via kiosks, designed to guide subsequent shopping trips.
Innovation in digital wardrobing and the conversion-boosting (see Key Stats) virtual try-on space continues apace – see Upgrading Virtual Fashion Try-On in AI Brand Comms Tracker, Q1 2026 – via ultra-luxe catwalk-to-app try-on and tech giants’ entry into digital wardrobing, supported by users’ existing camera rolls.
AI Brand Comms Tracker, Q2 2026
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