Future+ Fridays | Issue48

1. The Future+ experience at Davos: a glimpse into tomorrow

What's happening: The World Economic Forum took place in Davos this week, spotlighting artificial intelligence as a transformative force reshaping industries and societies. With nearly 3,000 participants from 120 countries, the event tackled pressing global topics such as AI innovation, socio-economic growth, and climate action.

Over an intense and thought-provoking 48 hours, it was an amazing journey connecting remarkable minds driving the future of technology, industry, and policy. While there wasn’t enough time to experience it all, highlights included attending AI House Davos, the Equality Lounge by The Female Quotient, Global Conversations, David Shrier’s sessions on AI and Energy and Sovereign AI at Hub Culture, the Financial Times x IMAGINE event and the web3 hub CV Labs DFINITY event. A standout moment was “The Power Table” dinner, hosted by Judene Small and a16z Cultural Leadership Fund, bringng together women shaping global leadership.

Highlights:

• Key topics included the concept of sovereign AI, the impact of generative AI on creativity, and its applications spanning content creation, climate action, and drug discovery. Participants debated questions of originality, ethics, and how to navigate the risks posed by these technologies while maximizing their benefits.

• Several panels highlighted the role of AI in tackling global challenges, including climate change, showcasing innovative tools designed to drive sustainability. However, the discussions also emphasised the pressing need to address the energy consumption associated with these technologies to ensure a balance between progress and environmental responsibility.

• Workforce transformation emerged as a critical theme, with the urgency of reskilling nearly 60% of workers to thrive in an AI-driven economy. Integrating AI literacy into education systems and fostering diversity in AI development were identified as key strategies to mitigate inequities. By 2025, automation is expected to displace 85 million jobs globally, yet 97 million new roles are projected to emerge.

• The UK unveiled new visa policies aimed at attracting top-tier talent in AI and life sciences, reinforcing its ambition to become a global innovation hub.

• US President Trump took the stage virtually, pledging to make the US the world capital of AI and crypto as well as announcing a $500 billion private investment in AI infrastructure, highlighting AI's economic potential and raising concerns about data ownership and information.

Why it matters: AI’s rapid development is reshaping industries and societies at an unprecedented pace. While it holds immense potential to solve critical challenges like advancing healthcare, combating climate change, and addressing inequality, it also raises significant ethical and societal concerns. Technologies such as deepfakes and identity fraud threaten to destabilise trust, while issues of algorithmic bias and resource disparities persist. This year represents a pivotal moment for nations, academia, and industries to collaborate in creating frameworks that align AI with human values, such as empathy, fairness, and ethical responsibility. AI’s potential to drive breakthroughs in medicine, sustainability, and economic growth is immense, but achieving this vision requires prioritising transparency, accountability, and inclusivity. Decisions made now will determine how AI integrates into our lives—whether as a force for global good or a tool that exacerbates existing inequalities. The path forward demands shared responsibility, innovative governance, and a commitment to ensuring that AI systems serve humanity’s best interests for generations to come.

2. Jacquemus & Apple: A Fashion-Forward Collaboration for FW25

What's happening: For the upcoming Fall/Winter 2025 presentation, Jacquemus is teaming up with Apple to exclusively capture the runway show on the new iPhone 16 Pro Max during Paris Fashion Week.

TLDR:

• The Jacquemus FW25 show, titled 'La Croisière,' is set to take place on January 26 during Paris Fashion Week, marking the brand's official return to the Paris calendar for the first time since 2021.

• The show will be filmed exclusively on Apple's iPhone 16 Pro Max with footage rendered in cinematic slow-motion 4K120 FPS Dolby Vision Recording while the Runway photos and close-ups will leverage the iPhone's advanced 5x telephoto lens.

• 17 cameras will be placed around the show venue, “naturally integrated into the show’s setup”.

• This collaboration highlights the intersection of luxury fashion and cutting-edge technology while future collaborations between Jacquemus and Apple have been hinted at but remain undisclosed.

• The show will be streamed online at 7:30pm local time while being live at 2pm on the final day of the men’s show.

• In other developments, the brand recently expanded its global retail presence, with flagship store openings in New York's SoHo and London's New Bond Street. It is also seeking minority investors to support further global expansion and explore new product categories.

Why it matters: By collaborating with Apple, Jacquemus is pushing the boundaries of how fashion shows are experienced. Filming on an iPhone democratises content creation, making it more accessible while showcasing the technical capabilities of the device. It also reflects the growing convergence of tech and luxury fashion, a trend seen in past partnerships like Balenciaga and Ledger or Hermès’ Apple Watch. Jacquemus’ choice positions both brands at the forefront of innovation, once again showing us that the way we experience fashion is changing fast.

3. Walmart and Rebag partner to bring luxury resale to the masses

What's happening: Walmart has partnered with Rebag, a leading online platform for authenticated pre-owned luxury handbags, jewellery, and watches, in a significant move to expand its offerings into the luxury resale market. This collaboration brings ten of thousands of high-end pre-owned items from brands like Louis Vuitton, Chanel, and Hermès to Walmart.com, making luxury more accessible to a wider audience.

TLDR:

• Walmart has partnered with Rebag, a leading online platform specialising in authenticated pre-owned luxury handbags, to significantly expand its luxury offerings.

• Through this collaboration, Rebag will sell its catalog of approximately 27,000 items on Walmart.com. The collection features products from iconic luxury brands such as Hermès, Chanel, Louis Vuitton, Gucci, Christian Dior, Saint Laurent, Fendi, Prada, Bottega Veneta, and Goyard.

• This partnership introduces a dedicated luxury resale section on Walmart's website, creating a curated shopping experience tailored to high-end goods.

• To enhance the high-end offering, Rebag collaborated with Walmart's merchandising team to design an exclusive collection of 100 additional luxury items, leveraging internal search and sales data to align with Walmart shoppers' preferences.

• Previously, Walmart made headlines with the launch of affordable Hermès-inspired handbags, showcasing its strategy to appeal to consumers across various price points. While these bags have since been removed, the move reflects Walmart's interest in engaging shoppers seeking luxury aesthetics.

• Rebag’s collaboration is part of Walmart’s broader strategy to attract higher-income shoppers, increase site traffic and engagement, and potentially boost advertising revenue through luxury brand partnerships on Walmart Connect.

• It also follows Walmart’s September partnership with StockX, which introduced a focus on sneaker resale, signalling Walmart's commitment to expanding its reach into resale and luxury markets.

Why it matters: The partnership is a significant development for both Walmart and the luxury resale market. Walmart aims to attract higher-income shoppers, expand its online marketplace offerings, and compete more effectively with Amazon in the digital retail space. By partnering with a reputable authenticator like Rebag, Walmart builds trust and credibility with consumers concerned about counterfeits, a key issue in the luxury market. This collaboration also provides Rebag with access to Walmart's massive customer base, significantly increasing its reach and introducing luxury resale to a broader audience. The move aligns with Walmart's strategy of expanding its pre-owned offerings and embracing sustainability.

4. Hugo Boss has launched AI-powered product content on its global e-commerce platforms

What's happening: Hugo Boss has rolled out AI-generated product content across its e-commerce platforms, integrating advanced technology into its digital strategy to enhance customer experience and operational efficiency.

TLDR:

• Hugo Boss is leveraging AI to create product images and videos for its e-commerce channels. An initiative led by the Web3 & Immersive Experiences team using cutting-edge algorithms.

• An AI-generated video featuring a model in Hugo Boss clothing was shared by an executive on social media.

• Jan Philipp Wintjes, executive vice president for omnichannel at the fashion retailer, said in a post on LinkedIn that the initiative marks an important milestone for the company, “putting AI into action.”

• As of 2023, 65% of its product development was already digitised with a goal of creating 90% of its products digitally by 2025.

• The brand has been using AI for decision intelligence to predict product demand, optimise inventory management, and improve business efficiency since 2023. It is also being used to deliver more engaging and personalised online shopping experiences.

• In 2022, Hugo Boss partnered with Adobe to enhance 3D and immersive design capabilities, using tools to explore digital avatars, virtual fitting rooms, NFTs, and AI-driven fabric texture replication to blend digital and physical customer experiences.

Why it matters: Hugo Boss’s adoption of AI in e-commerce content marks a significant step forward in its digital transformation journey. By integrating creativity with AI, the brand is enhancing customer engagement and personalising the online shopping experience. These efforts streamline content creation but also position Hugo Boss as a leader in leveraging AI to innovate and redefine retail in a competitive fashion industry.

5. L'Oréal and IBM partner to revolutionise cosmetics with AI

What's happening: L'Oréal has partnered with IBM to leverage generative AI in cosmetic formulation. This collaboration aims to create a custom AI foundation model that will analyse formulation data, enabling L'Oréal to develop more sustainable products by optimising raw material usage, reducing waste, and minimising energy consumption. This partnership is described as a first-of-its-kind in the beauty industry.

TLDR:

• L'Oréal is partnering with IBM to develop a custom AI foundation model specifically for cosmetic formulation analysis.

• This AI model will analyse extensive data on existing formulations and components to identify opportunities for improvement.

• The primary goals are to facilitate the use of more sustainable and bio-sourced raw materials, aligning with L'Oréal's "L’Oréal for the Future" sustainability targets.

• The AI will also help reduce energy consumption and material waste generation in the product development process.

• The collaboration aims to enhance product performance, increase consumer satisfaction, and promote inclusivity by developing products suitable for diverse consumer needs.

• IBM Consulting will play a key role in assisting L'Oréal in redefining its formulation discovery approach, with a strong focus on integrating renewable ingredients and optimising existing formulas.

• The initiative will empower L'Oréal's 4,000 global researchers with advanced AI tools.

• CES this year was already a strong proof of brand’s commitment to bringing AI into beauty.

Why it matters: This partnership signals a key shift in beauty product development, using data and AI for a more sustainable model. By integrating AI into formulation research, L'Oréal aims for industry-wide impact. Focusing on sustainable materials aligns with consumer demand for eco-conscious products, setting a new industry standard. AI-driven data analysis enables more effective and potentially personalised products, while streamlining R&D accelerates innovation. This partnership showcases AI's potential beyond language, applying it to chemistry and material science, inspiring similar applications across industries. This highlights AI as a transformative force merging tech with beauty, driving innovation and sustainability.