While 2025 marked the widespread integration of AI into various aspects of consumer life, including social media and shopping, 2026 is characterized by a period of reflection. People are now questioning the implications of AI’s role in everyday experiences.
Key issues being debated include the presence of advertisements in AI chatbots, the ability of AI styling apps to truly capture individual tastes, and the authenticity of brand images online, which some refer to as “AI slop.” Concerns also arise over whether social media platforms are using personal photos to train AI image generators, the motivations behind tech companies’ investment in smart glasses capable of discreetly recording activities, and whether social media should be restricted for younger users due to its addictive algorithms.
Such questions are central to the discussions within Vogue Business, where fashion, tech, and brand leaders regularly share their insights. It’s natural to explore what these industry leaders are reading to shape their opinions and drive their next steps.
The Vogue Business tech summer reading list includes books on the ethical considerations of AI and emerging technologies, their cultural and political impact, how to build brands that resonate in the AI era, and practical guides for entrepreneurial thinking and personal development.
This curated reading list is suggested as summer comes to a close, offering a source of inspiration to rejuvenate readers for the upcoming fall.
Julie Bornstein, founder and CEO of Daydream
Infallible: The Artificial Intelligence Ideology Reshaping Consumer Behavior by Chris Hood
Authored by Chris Hood, who is known for developing the Customer Transformation framework, Infallible delves into how businesses adapt in response to consumer needs. The book highlights the tension between the pursuit of efficiency and the importance of maintaining human empathy, emphasizing that consumers are not mere algorithms but possess emotions and stories that data alone cannot capture.
The book’s central theme is the paradox of AI: achieving a balance between technological advancements and human empathy to maintain customer trust. Hood provides a structural analysis by pairing specific AI disciplines with human intelligence, illustrated through real-world examples in customer experience and loyalty.
In the fashion and retail sectors, the subtleties of taste and intent require more than just reliance on AI defaults. Human curation and expertise are vital to crafting personalized experiences that foster genuine customer trust.
This book serves as an essential resource for leaders in tech and consumer industries, urging them to look beyond AI hype and focus on intentionality. It underscores the need to address real human challenges and enhance the user experience.
Alexandra Zatarain, co-founder and VP of brand and marketing at Eight Sleep
Sneaker Wars, by Barbara Smit
Barbara Smit’s Sneaker Wars chronicles the journey of the Dassler brothers, whose family business evolved into the renowned brands Adidas and Puma. This narrative encompasses themes of sport, competition, and brand development, while also exploring family dynamics, ambition, and the pivotal decisions that transformed a small idea into a global phenomenon.
A key takeaway from the book is the realization that what appear to be inevitable successes, like the rise of Adidas and Puma, did not always seem certain in the moment. The story reveals how much these brands were shaped by various factors, including risks, tensions, personal relationships, shifts in leadership, competitive forces, and seizing opportunities.
