At Shoptalk in Las Vegas last month, Total Retail Editor-in-Chief Joe Keenan spoke with Elina Vilk, president and chief business officer, and Lisa Horton, chief communications and creative officer at David's Bridal, the wedding technology company, media powerhouse, and marketplace platform. They discuss the bridal company's "Aisle to Algorithm" strategy, balancing the risks and rewards of artificial intelligence, and how David's Bridal is using large language models (LLMs) to streamline internal workflows and enhance the customer's journey through tools like its AI-powered Pearl Planner.

Horton and Vilk also touch on a shift in influencer marketing strategy and measurement, social listening, and how brand, content and technology are coming together to support David's Bridal's transformation beyond traditional retail. Lastly, they share one shift they believe will most impact how brides discover and engage with David's Bridal over the next few years.