AI-Curated Authenticity Becomes the Margin Battleground
Source: Substack
Retailers are shifting from competing on volume and price to using AI to surface human-made goods and curated collections as premium offerings. Legacy fast-fashion players wedged in high-volume, low-margin models are losing customers to platforms that use algorithmic discovery to elevate artisanal makers and bespoke curation. Authenticity has become a defensible competitive advantage. The margin expansion comes not from the AI itself, but from using it to separate human-made from synthetic inventory and redirect consumer spending toward higher-priced goods.