The Indicator | October 9, 2026

By Sonal Gandhi
The Lead

THIS WEEK'S HIGHLIGHTS

The race for AI-powered shopping features escalates this week as ChatGPT debuts virtual try-on, while TikTok and Gap both launch shopping assistants.
In beauty updates, Rihanna hosted a livestream on TikTok Shop for Fenty Beauty, and e.l.f. introduced its new fragrance line.
Discover how jewelry brand Melinda Maria cut overstock by 50% by adopting AI-driven, real-time inventory forecasting.

Image via: BoF

KEY INDICATORS

TikTok Shop is re-popularizing live shopping for younger consumers, with beauty leading the trend. Legacy and celebrity brands like MAC Cosmetics and Fenty Beauty are using live streams as sales boom and TikTok adds new features. During Fenty Beauty’s 12-hour “megalive” debut, Rihanna and guests showcased products to over one million viewers, generating 53 million impressions. (BoF)
While beauty conglomerates like L’Oréal and Estée Lauder lead AI recommendations through massive budgets and extensive media exposure, independent brands are countering this advantage by targeting specific niches and defining clear value in less crowded markets. However, optimizing for AI chatbots demands backend updates, consistent retail messaging, and dynamic content that answers user questions. (BoF)
e.l.f. expands into fragrance and body categories with launch of e.l.f. POP. The brand debuted a limited-edition holiday collection inspired by Tromsø, Norway. (Fashion Network)
OpenAI launched two new global ChatGPT shopping features powered by its Images 2.5 model: virtual try-on and Favorites. Virtual try-on lets users visualize clothing and accessories on uploaded photos or screenshots, while Favorites saves items to a personal Library alongside try-on images. This move follows OpenAI’s earlier instant checkout experiment and broader industry testing of shopping use cases by AI assistants. (Tech Crunch)
TikTok’s new direct checkout enables one-click purchases from brands within the For You feed. By combining this with an in-app AI assistant, TikTok is planning to capture more of the customer journey, allowing users to discover and buy products immediately while keeping them on the platform. (TechCrunch)
Eleven percent of U.S. adults are currently taking a GLP-1 for weight loss is 11%, up from 3% only two years ago. This impacts shopper behavior for many retailers. David’s Bridal has seen a significant increase in rush orders for alterations. DXL, which estimates as much as 25% of its customer base is using the medication, has noticed that shoppers are delaying clothing purchases while their weight is fluctuating. GLP-1 weight loss is also driving higher apparel return rates as shoppers increasingly bracket, buying multiple sizes to return what doesn’t fit. (Retail Dive)

DIVING DEEP

HOW MELINDA MARIA TRANSFORMED THEIR INVENTORY PROCESS AND REDUCED COSTS

Melinda Maria jewelry shifted their annual, Excel-heavy inventory forecasting process to an on-demand system with Conative AI. Using real-time data, the brand was able to spot fast-movers for faster replenishment and flag low-performers for markdown before they became dead weight. As a result, they cut overstock costs by 50%, reduce total SKUs 64%, and revenue from Conative-flagged replenishment products grew from 45% to 79% of total revenue within nine months.

Read the full case study here.

LEADING SPOTLIGHT

AI Can Give You the Answer. The Best Brands Still Want a Human to Make the Call.

AI is becoming a researcher for brands, not the decision maker. Executives from the Direct 60 and Impact 50 Lists say the real design question is where AI stops and a person takes over, and the best brands are using it to sharpen human judgment while keeping the technology itself nearly invisible to customers.

Read the full story.

MOVERS & SHAKERS

Anouar Alami (Direct 60 ‘25) named EVP Global Merchandising and Retail at Barry’s (formerly VP/GM Global Licensing at Tory Burch).
Nadine Kheirallah (Direct 60 ’23) named VP of Sales at L’Oréal (formerly SVP, International at Anastasia Beverly Hills).
Hannah Laher (D60 NEXT ’25) named Director, Ecommerce at Sam Edelman (formerly Director, Ecommerce at Nuts.com).
Slisha Kankariya Shah (Direct 60 ’24) expanded her role at Adrianna Papell to
SVP, Global Digital Commerce and Marketing.

PRESENTED BY —

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AI Can Give You the Answer. The Best Brands Still Want a Human to Make the Call.

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