BoF has published a new report, How Fashion Brands Get AI Visibility Right, analysing how 120 luxury, high street, contemporary and sportswear/outdoor brands were represented and recommended across ChatGPT, Claude and Gemini between January and July 2026.

The study draws on data from BoF Insights Brand Pulse, BoF’s proprietary fashion and luxury brand-tracking tool developed in partnership with Quilt.AI. According to Adobe Analytics, 41% of USA consumers used generative AI to shop in June 2026, while visitors referred by AI generated over 40% more revenue per visit than those arriving through traditional channels.

Brand Pulse’s new AI Performance module assesses three measures:

• Understanding - How consistently and distinctively a brand is represented within AI models.
• Recommendation frequency - How often a brand appears in response to relevant prompts.
• Placement - How prominently a brand appears when it is mentioned.

Key findings

• More brands are being recommended, but the same names keep winning - 78% of the brands analysed increased their recommendation frequency between January and July 2026. Yet, on average, four of the five brands recommended most often in January remained in the top five in July.
• No single brand dominated every measure - In luxury, Zegna achieved the strongest understanding score, Burberry was recommended most frequently, and Chanel secured the highest average placement.
• Being chosen does not mean being understood - Brands that AI recommends more often also tend to rank higher when recommended, a relationship strongest in luxury. Across all 120 brands, however, there was little to no relationship between how often a brand was recommended and how well AI understands it.

The AI visibility matrix

• Established - Clearly understood and recommended often, a group dominated by high street names including Zara, Levi’s, Uniqlo and Calvin Klein. These brands must defend and extend their lead.
• Chosen without clarity - Frequently recommended despite less coherent representation, with luxury brands featuring prominently. These brands need to strengthen the associations shaping their representation.
• Clear but overlooked - Distinct positions within AI models, but less often recommended. These brands need to broaden their relevance across more prompts.
• Unplaced - Need to improve both how clearly AI understands them and how often they are recommended, building a clearer foundation before pursuing greater reach.

For more information, visit businessoffashion.com.