H&M uses machine learning models to scan social media platforms, fashion blogs, search trends, and internal sales data to identify emerging fashion trends in real time, feeding those insights into product design and buying decisions.

H&M's trend analysis AI uses natural language processing and machine learning to process large volumes of unstructured data from sources including Instagram, TikTok, fashion blogs, Google Trends, and point-of-sale data. The system identifies emerging colors, styles, and materials and surfaces these patterns to design and buying teams. H&M employs more than 200 data scientists, analysts, and engineers to develop and run these analytics capabilities.