Experts from Caltech and Vrije University discuss the evolution of 'cool', contrasting popularity with coolness and the impact of social media on trends. They explore the traits of cool brands like Jordan shoes and the neuroscience behind coolness. The conversation touches on famous figures like Taylor Swift and Walmart, while debunking childhood lies and teasing future episodes on successful gatherings.

In this discussion, Marc Bain, Senior Technology Correspondent for The Business of Fashion, shares insights on how AI is revolutionizing online shopping. He highlights the shift from traditional keyword searches to more intuitive, contextual searches powered by advanced language models. Bain explains how AI can bridge the gap when shoppers aren’t sure what they want, enhancing personalization in e-commerce. He also addresses the challenges smaller brands face against larger competitors in this AI-driven landscape and the importance of balancing convenience with user privacy.