H&M Group, the well-known Swedish fashion company, has announced that Linda Leopold, its Head of AI Strategy, is stepping down after seven years. Leopold will now focus on consulting, writing, and speaking on artificial intelligence (AI) and its ethical use across various industries, including fashion and technology.
Leopold joined H&M Group in 2018 and was instrumental in building the company’s Responsible AI program. As Head of AI Policy, she developed frameworks for digital ethics and guided the adoption of generative AI technologies. She shared her thoughts on LinkedIn, saying, “These years were extraordinary—not only because I helped shape H&M’s AI direction, but also because I witnessed AI evolve at lightning speed. I’m proud of building the Responsible AI program from scratch and contributing to the global dialogue on ethical AI.”
Her leadership gained global recognition, and in 2022, Forbes named her one of the world’s nine most influential women in AI. Before joining H&M, Leopold worked as an innovation strategist, focusing on the intersection of fashion and technology, and also served as editor-in-chief of the Scandinavian fashion magazine Bon.
H&M Group continues to advance its digital innovation strategy despite her exit. Earlier this month, the company launched a new denim capsule collection powered by digital twin technology. This is part of a larger plan to use generative AI for storytelling and creating stronger emotional connections with customers. Chief Creative Officer Jörgen Andersson emphasized that the goal is to use AI without losing the brand’s identity. The first collection drop launched on July 2 via H&M’s online store, with more releases expected later this year.
The company, however, is facing economic challenges. H&M reported a 5% year-on-year decline in net sales for Q2, falling to SEK 56.7 billion. Still, operating profit slightly increased to SEK 5.9 billion, exceeding analyst predictions. CEO Daniel Erver noted that customers are becoming more price-sensitive due to ongoing economic uncertainties, and deeper discounts are expected in the coming months.
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