H&M’s use-case strategy makes sense of Web3

Brian Carruthers

Fashion brand H&M is seeking to connect to the next generation of consumers and stay ahead of the competition as the web starts to evolve from a flat to an immersive architecture.

When considering the future of the internet, the metaverse is last year’s story – today, it’s all about Generative AI. There may no longer be a lot of hype about those earlier Web3 technologies, but they are still being worked on; and brands are gradually finding ways to make practical use of them.

“AI already had its iPhone moment with the launch of ChatGPT and it will disrupt pretty much everything in the next couple of years when it comes to production, automation and personalisation,” acknowledged Jan Gutkuhn, a director at Web3 and partner at digital agency DEPT®, speaking at...

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