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Zalando opens its AI commerce engine to World Retail Congress delegates

Zalando campus, Berlin

Germany – On day one of the 2026 World Retail Congress in Berlin, the newly launched Technology tour offered delegates exclusive access to the Berlin campus of multi-brand retailer Zalando. Participants were given insight into Zalando’s operational ecosystem, exploring how AI-powered technologies are being used to personalise customer experiences and connect online and offline commerce.

Matthias Haase, vice-president of content solutions, highlighted the brand’s AI-powered app features, which include a personalised feed running live across 22 markets and allowing customers to scroll, swipe and engage with content tailored in near real time. A customer profile function launched in October 2025 enables users to save content, follow brands, curate boards and connect with creators, transforming the platform into a community-led environment.

Haase also emphasised tools such as virtual try-ons and chatbot assistants as a way of bridging the gap between digital and physical retail – echoing themes explored in our Phygital Fittings and Agentic Commerce Market reports.

Meanwhile, Tulani André, vice-president of social media and content creation, underlined the role of entertainment in commerce: ‘We are making sure that people view us as not just a place to shop but also a place to inspire and entertain.’

The tour reframed innovation as infrastructure, highlighting how platforms are building emotional engagement through data, recommendation systems and integrated retail services. As commerce becomes increasingly platform-led, the systems shaping recommendation, logistics and customer interaction may become as influential as the storefront itself.

Keep an eye on our Global Events page for our full World Retail Congress 2026 debrief.

Strategic opportunity

Reframe e-commerce as an adaptive discovery system. Build feeds, recommendations and interactive tools that personalise journeys in real time, creating engagement that extends beyond purchase into inspiration, entertainment and community

Why haircare brand Davines is dropping the word sustainability from its tagline

AI imagery by The Future Laboratory, UK

Italy – Haircare brand Davines is updating its tagline for the first time in over 20 years. The brand is moving on from its 1990s tagline of ‘Sustainable Beauty’ to ‘For a Good Life’, reflecting a broader industry challenge as sustainability language becomes diluted, despite remaining central to the brand’s operations and decision-making.

The new positioning reframes value around balance across environmental, social and economic wellbeing, supported by a global campaign spanning Europe and the US.

Internally, Davines continues to invest in regenerative systems, from its carbon-neutral Davines Group Village in Parma to its partnership with Rodale Institute, which has produced ingredients like yarrow and calendula through regenerative organic agriculture. Facing rising costs and market instability, the company has accepted lower margins to maintain its eco-commitments.

Our Rebranding Sustainability report explores how the concept of sustainability as we know it may be outdated, and even counter-productive. Its language is tired. Its purpose feels unclear. Its identity is fragmented across regions and audiences. By dropping the word ‘sustainability’ while doubling down on its planet-positive initiatives, Davines signals how future-thinking brands are shifting from sustainability as messaging to sustainability as infrastructure.

Strategic opportunity

Adopt a show-don’t-tell approach to sustainability – replace vague claims with visible, verifiable actions across supply chains, operations and product design to build credibility and counter greenwashing

Stat: AI use in the classroom linked to decline in core thinking skills

The Algorithm of Disrespect™ by the Australian Department of Social Services, Australia

UK – Two-thirds of secondary school teachers in England say pupils’ core abilities, including writing and problem-solving, are deteriorating due to increased use of artificial intelligence, according to a National Education Union (NEU) survey of 9,000 educators.

Teachers also highlighted reliance on voice-to-text tools. Despite concerns, AI adoption among teachers is rising, with 76% using it for tasks such as resource creation, lesson planning and administration. But nearly half (49%) of schools lack formal AI policies.

The UK government is pushing forward with AI-driven tutoring, aiming to support up to 450,000 disadvantaged pupils. Education secretary Bridget Phillipson said such tools could transform access to tailored support.

Yet 49% of teachers oppose the plan, warning that AI risks undermining both learning outcomes and the social value of human-led education.

Read our Neo-education Market and Alphas Now and Next: From the Sandbox to Roblox report to understand how education systems are rapidly evolving and how AI is reshaping learning.

Strategic opportunity

Apply AI tools from the perspective of enhancement, not replacement of thinking, creativity and collaboration, and create supportive training systems that teach people how to use AI effectively without undermining learning