How Ai Is Changing How We Show Up For Work
31 July 2026, Cape Town – Great disruptions in society across history have always changed the nature of work and how we show up for it – and the artificial intelligence (AI) boom is no different, the experts say.
Gen Zs, Millennials and Boomers alike will remember all the events and trends that have impacted how they went to work or how they expected people to look at work. From the rise of iconic global brands as well as hyper-local businesses and the boom in e-commerce and social media, to the emergence of fast fashion, the pandemic and remote working, professional wear expectations have certainly changed in the past decade and more.
So, how is the age of AI changing how today’s generation dresses for work? Russell Davis, Growth and Innovation Partner at Imagemakers, South Africa’s leading professional wear experts, has some answers. The family-owned business has dressed more than 21 000 companies since 1982.
Davis asserts that AI is most certainly changing how people dress for work, but not in the ways people might expect. “Hybrid work has shifted expectations, but this hasn’t necessarily made workplaces casual. As we’ve seen directly, it has just made visual identity more valuable and more considered.”
AI is changing the shape of work
“We know firsthand from extensive conversations with businesses that AI is no longer something sitting in the future but is already directly affecting several industries,” says Davis.
“For instance, AI is creating new possibilities across marketing, sales, finance, customer service, HR, administration, software, healthcare and operations – showing that its impact extends well beyond traditional technology roles. Its influence is being felt across the modern workplace, shaping how people work, interact and represent their organisations. As the workplace evolves, companies are also reconsidering how their teams should dress for today’s world.”
Authenticity builds brand trust
“The reality right now is that AI can automate many aspects of work, including client interactions, but as these trends rise, we are also seeing the antitrend rising. People still walk into reception areas, meet clients, do site visits, and represent businesses in the real world, and now authenticity, distinctiveness and brand identity matter even more in real life (IRL).
“With AI ‘slop’ and ‘hallucinations’ fraying our trust, we want real life interactions with trusted brands or companies. We want reassurances that the brand representatives we are dealing with are real. And this is why distinctive work clothes that signify brand trust and belonging still matter – maybe more than ever.”
Human moments will stand out
“As AI dishes up more slop, shallow answers, automated replies, indistinct AI-generated content, and polished-but-generic communication, physical human moments will become more valuable. Humans are gregarious and warm, and that is becoming more appreciated in the age of AI and algorithmic polarisation,” says Davis.
“The industries we serve are seeing a resurgence as consumers seek out more human interactions,” Davis notes. For instance, as the financial services, telecoms, insurance and legal industries use more chatbots and other technology for client communication, people behind service desks in branches or at events, need to move away from stiffness, towards warmth, credibility and recognisability in the way they look.
“It makes people feel good when they are welcomed by a friendly receptionist, when they have an engaging in-person meeting, when they get personal care from a healthcare worker, or when they get excellent service as a guest in a hospitality or wellness setting. These are the moments where staff uniforms do something AI simply cannot do: make a real connection, create clarity, build trust and show professionalism.”
In South Africa especially, where many industries are still highly people-facing, this matters even more.
Conclusion
“The future is not about removing what works – it’s about designing clothing that works better for real people, including more considered approaches to women’s workwear across different body types, roles and industries, designing for brand belonging and team identity, and for curating the customer experiences we want to create.”
“Society is craving authenticity and trust right now. The fact is that corporate clothing is an important part of how real businesses show up, and show that they are real people, who are present and accountable to their employers and the public. The level of brand identification that is necessary, however, depends on how human-facing a particular role is.”
As the world’s sense of digital overload heightens, people will want more realness as they interact with their favourite brands, and it all comes down to rebuilding real human connection.
