Tecnomoda 2026: Why a brand's archive is worth more than a prompt

In the rapidly evolving landscape of fashion, artificial intelligence is fundamentally reshaping how consumers discover and interact with brands. Purchase intentions are increasingly initiated through AI language models, with reports indicating a significant surge in their use for retail access. In Argentina, for example, access to major global retailers via ChatGPT on desktop devices has grown by an impressive 181% year-on-year, according to Comscore data.

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An AI without context always aims for the center of the bell curve, for the most probable, the most seen, the most generic. Brands and identities do not live in the average; they live in the extremes. That is why the archive is fundamental. It represents decades of campaigns, editorials, and accumulated aesthetics. An AI with all that context forms a level that no generic prompt will ever reach.

This technological shift raises critical questions about where a brand's value lies when AI and algorithms heavily influence consumer decisions. Joan Cwaik, an expert in emerging technologies, argues that the key differentiator for brands is their archive. "An AI without context always aims for the center of the bell curve, for the most probable, the most seen, the most generic," he explained at Tecnomoda, an event organized by Tiendanube. "Brands and identities do not live in the average; they live in the extremes. That is why the archive is fundamental. It represents decades of campaigns, editorials, and accumulated aesthetics. An AI with all that context forms a level that no generic prompt will ever reach."

Cwaik advises companies to take control of their businesses and lead in this new technological era, striking a balance between optimism and realism. "21st-century brands must be constantly iterating to accompany technological growth," he added. To navigate this transformation, Cwaik highlights the importance of rapid learning and "unlearning" to adapt to constantly evolving technologies. "We must approach technology from a very integral perspective, but the brand decides, and the criteria remain ours," he stressed.

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21st-century brands must be constantly iterating to accompany technological growth.

He also pointed out common mistakes brands make, such as using AI solely for answering emails, expecting "magic" from prompts, or simply copying trending tools. Instead, Cwaik recommends leveraging AI's predictive and analytical power for tasks like "reading the season live" or mapping the competitive market. He cited L'Oréal's AI-powered beauty advisor, which analyzes user skin and recommends products, and Mango's campaign created entirely with AI for its youth segment, as successful examples of AI integration in the fashion industry.

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We must approach technology from a very integral perspective, but the brand decides, and the criteria remain ours.