26/09/2026
Which AI platform should I use — and for what?
This was one of the big questions that came up in our recent AI for Fashion eCommerce Masterclass.
And the more I work with AI across real fashion businesses, the more I think the answer is: start with the business need, not the tool.
I’m currently using AI across everything from brand and business strategy to financial analysis, merchandise and range planning, sourcing and critical paths, customer insights, eCommerce, marketing, content and competitor research.
But importantly, I’m not using AI to replace strategy, experience or critical thinking.
I’m using it to support the thinking, strengthen the analysis, optimise the work and help us make better-informed decisions. Human judgement still matters.
And I’m definitely not using every platform equally.
I find myself leaning into ChatGPT for some areas and Claude for others, while platforms such as Gemini, Perplexity and Manus have different strengths and use cases.
So I’ve pulled together this AI Platform Map for Fashion Business based on how I’m currently using and evaluating these tools in my own work.
It’s not about declaring one platform “the best”.
There is significant overlap, and these tools are evolving incredibly quickly.
My advice is to experiment — but also pay attention to your own results.
Which platform gives you the strongest output?
Where are you genuinely saving time?
How much refinement does the output need?
Which platform works most naturally within your workflow?
Where are you consistently getting the most value?
You don’t need to use everything.
Build your AI toolkit around the platforms that help you do better work, more efficiently.
And keep reviewing it as the technology evolves.
Want the full-resolution AI Platform Map?
📍Comment AI MAP and I’ll send it to you.
Smarter tools. Stronger fashion businesses.
