Konrad Olsson sat down on stage with Asger Storebjerg, Group Director of Media and Performance at Boozt, to cut through the AI hype and explore what’s actually moving the needle in fashion retail. The conversation revealed a company applying AI strategically and measuring results with discipline.
KEY TAKEAWAYS
AI revenue is real, but scale is still modest
ChatGPT and LLMs generate millions monthly for Boozt. That’s 10X year-over-year growth. Yet it’s less than 1% of total revenue. Storbjerg noted that ”93% of all ChatGPT sessions don’t end in a click, but they do end in a choice.” Consumers research with AI; they don’t yet buy through it.
Boozt’s on-site AI massively outperforms
25% of visitors click products from the shopping assistant. Better still: ”The conversion rate of people using our own on-site AI is 150% higher than our average.” The barrier remains simple: ”Consumers who already love the Boozt brand are more prone to use the Boozt AI.” Adoption, not technology, is the constraint.
Agentic commerce is 2–5 years away
Don’t expect autonomous shopping agents soon. Storbjerg explained that “People outsource the boring tasks, not what they enjoy.” Fashion browsing is enjoyable. He drew a parallel to Google’s failed one-click checkout: technically sound, behaviorally rejected.
Data structure beats volume
Boozt audits 700,000 products across 14 languages in real-time to catch mismatches. The real challenge lies in how brands must describe products for conversational and voice search, not just traditional filters. As Storbjerg put it: ”The way you describe it to actually interpret not only the words, but also the meaning of it.”
Real-time personalization wins
Weather volatility is forcing retailers to adapt fast. Boozt now recontextualizes product imagery based on local conditions, rainy versus sunny backdrops and regional landscapes, all within hours at near-zero cost. Campaigns can shift from conception to live in a day.
Transparency builds trust
Boozt labels all AI-generated content, exceeding legal requirements. Storbjerg emphasized that ”As soon as you show something that is generated with AI, we need to have the trust of the consumer.” Transparency is operational advantage, not just compliance.
Execution is the differentiator
Tech is available to everyone. Winners invest in data foundation, iterate on personalization rapidly, and move at the speed of micro-trends. Adoption ultimately depends on ”the speed that consumers want it and brands are actually on board.”
”93% of all ChatGPT sessions don’t end in a click, but they do end in a choice.”