The growing influence of artificial intelligence on consumers’ shopping behaviors is causing brands to rethink their traditional customer journeys. Colleen Waters, vice president of e-commerce at Steve Madden, shared what the fashion accessory brand has learned from this new AI commerce landscape during the 2026 Women in Retail Leadership Summit earlier this spring.

Waters spoke with Sandy Jeong, former chief technology officer of Glossier and now field chief technology officer at Shopify, about demystifying AI’s practical applications while emphasizing innovation and customer-first strategies. She highlighted Steve Madden’s pioneering spirit in exploring new sales channels, such as selling through AI-driven platforms like ChatGPT.

“Innovation is just part of Steve Madden’s DNA,” Waters told the audience. “We’re encouraged to test and to try new things.”

A highlight from Waters’ comments was how AI channels are showing promise for Steve Madden, delivering a substantial improvement in conversion rates and average order values.

Jeong drew on her experience building Glossier’s tech stack to explore how enterprise brands can prepare their teams and operations for AI-powered commerce. The duo stressed the importance of early adoption, urging brands not to wait for perfection but to adapt to evolving consumer behaviors.