In recent months, a growing number of retail, fashion, and consumer industry CEOs have begun to publicly discuss their companies' approaches to AI and its potential impact on the industry's future. These perspectives depict a technological transformation so profound that it may eclipse anything this generation of leaders has navigated so far.
In executive search, this outlook is fueling a growing expectation that all candidates, regardless of function, should have an informed point of view on AI and a conversational ability to speak about it. In turn, top candidates want to know how prospective companies are leveraging AI, and they expect hiring managers to clearly articulate their company’s approach.
The time has come for every modern business leader to get comfortable with AI. Here’s what that looks like in practice:
The Candidate Imperative
Companies are responding to rapid market changes by increasing their focus on hiring executive talent with the right basket of soft skills to lead in the age of AI. Recent events have intensified this focus, with soft skills now taking priority over hard skills and industry experience for some roles.
AI represents a critical test of executive adaptability, which is one of the most in-demand soft skills in fashion, retail, and consumer leadership. While AI literacy has yet to show up as "must-have" criteria for non-technical roles, it is increasingly prioritized as a key differentiator during the hiring process, as it signals sought-after qualities such as:
- Intellectual curiosity with an innate interest in understanding how the world is changing
- Vision, foresight, a knack for seeing around corners, and bringing the organization along
- Nimbleness and the ability to act and add value without all the information
- Comfort operating in ambiguity and complexity, especially in moments when the industry is being reshaped, and best practices haven't yet crystallized
This isn't a call for non-technical executives to become AI experts themselves. The use of buzzwords such as "AI fluent" and "AI native" can actually be off-putting to employers because they are frequently overused and overstated.
Rather, the candidate imperative is for all executives to become conversant in what is likely the most universally important business issue of our time. This starts with the ability to answer at least these three questions:
- How do you use AI in a professional context?
- Can you cite an example of effective AI use in the fashion or retail business context, either from your own organization or one that you admire?
- At a high level, where do you see the greatest opportunities to augment your function's workflow in the AI era?
Candidates should be prepared to answer these questions if asked and proactively volunteer the information when relevant and appropriate to gain a strategic advantage over candidates who are still avoiding the inevitable.
The Company Imperative
Most retail and fashion executives are on their third or fourth "once-in-a-generation" disruption. Having lived through the dot-com bubble of the 2000s, the financial crash of 2008 and subsequent recession, and the global pandemic and e-commerce acceleration of the 2020s, they are keenly aware of cautionary tales from companies that failed to adapt.
As AI’s transformative impact begins to take shape, top talent increasingly seeks to align with companies that are positioning themselves for success. They want to know that their next employer isn't just talking about AI but actively experimenting, learning, upskilling, and positioning the organization for sustained success and competitive advantage in a rapidly changing world.
This can create an attraction and retention challenge for companies that remain on the sidelines. The best candidates are doing their research and asking about AI during the interview process. Every hiring manager should therefore be prepared to answer basic questions such as:
- What is the company’s AI strategy?
- What is the CEO’s position on AI?
- How does the relevant team/function currently use AI?
- What resources does the company provide to support AI literacy and integration?
Companies that cannot articulate clear, thoughtful answers to these questions risk losing top talent to competitors who can.
How to Get Started
The good news is that you don't need to be an AI power user to demonstrate the qualities that matter most in this moment. Whether you're a candidate preparing for interviews or a hiring manager leading conversations, transparency about where you are in your AI journey can be more compelling than feigned expertise. Leaders who can articulate both their current experimentation and their questions about AI often come across as more credible than those who self-proclaim proficiency.
What matters is demonstrating flexibility, openness to learn, intellectual curiosity, strategic thinking, and the ability to see potential and adapt to new ways of working.
Additional ways that executives can build their AI competency include:
Experiment with AI tools personally. Try using AI for tasks in your daily workflow—drafting emails, summarizing documents, brainstorming ideas, or researching topics. Pay attention to what works, what doesn't, and why. Recent data for inspiration:
- How individuals are using AI
- How companies are using AI
- How consumers are using AI
Follow a few credible voices. Identify two or three sources you trust for AI developments in fashion, retail, or general business that provide practical insights without the hype. Ask an AI tool for suggestions if you don’t know where to start.
Practice articulating your perspective. Prepare to answer three key questions from earlier in this article. Your answers don't need to be sophisticated, but they should be authentic and demonstrate active engagement in this critical business evolution. Share those answers with an AI tool and ask for feedback.
Stay curious and ask questions. In conversations with bosses, peers, vendors, or during interviews, don't be afraid to ask how others are approaching AI. Most people are figuring this out in real time and appreciate genuine dialogue over performative expertise.
Key Takeaways
AI literacy is rapidly becoming table stakes for executive leadership in the retail and consumer industries. Top talent seeks to work for organizations with clear AI strategies, and companies require leaders who can navigate ambiguity and create value in an increasingly uncertain, AI-enabled world.
The competitive gap is widening between those actively engaging with AI and those waiting for best practices to crystallize. As with every major industry transformation before it, the AI revolution will create winners and losers. Leaders who approach AI with curiosity and a willingness to learn will position themselves for sustained success in the next chapter.