When AI studio Clauré Studio shared a concept of Hunter boots with a holder for Rhode lip gloss this week, some consumers actually wanted to buy it.

For retailers, that enthusiasm presents both an opportunity and a problem. AI-generated concepts can reveal what shoppers want, but social media buzz is no guarantee of sales – and imaginary products can create expectations real ones struggle to meet.

Retail brand strategist and marketing consultant Bethany Paris Ramsay said the imagined Rhode x Hunter collaboration gives people something unexpected but recognisable. A rain boot with a lip gloss holder initially gets a “What are we doing?” reaction, but plenty of people had a similar response to Rhode’s phone case.

The idea may seem excessive at first. But unexpected details can make a product instantly recognisable and give people a reason to talk about it.

“My read is that the interest reflects how closely beauty and personal style have become connected,” Ramsay told Inside Retail. “People enjoy seeing a favorite beauty brand show up beyond their bathroom or makeup bag, especially through something playful that they can wear or carry. This concept gives them a new way to imagine participating in Rhode’s world.”

AI makes these imagined pairings easier to bring to life, but Ramsay said there is still a creative idea to assess.

“Designers have been making mockups and imagining brand collaborations for a long time,” she said.

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