David's Bridal exec has a warning for every CEO obsessed with AI's return-on-investment

David's Bridal exec has a warning for every CEO obsessed with AI's return-on-investment

After years working in marketing positions at tech companies such as PayPal, Hootsuite, and Meta, Elina Vilk admits she wasn’t the most traditional hire for David’s Bridal. But when she came on as chief business officer in 2024, the 76-year-old dress seller was at the precipice of a major strategic shift that would require someone with Vilk’s expertise. In 2025, the company launched its “Aisle to Algorithm” program with the goal of turning David…

David’s Bridal AI Gamble: Exec Warns CEOs to Ditch ROI Obsession or Risk Bust

A 76-year-old bridal chain, twice through bankruptcy, now bets big on algorithms. David’s Bridal’s leaders see brides not just buying dresses, but steering a $100 billion wedding machine. Elina Vilk, chief business officer, pulls no punches. CEOs fixated on AI’s quick payback? They’re missing the point. Vilk joined in 2024 from tech stints at PayPal, Hootsuite, and Meta. She wasn’t the obvious pick for a dress seller. Yet under CEO Kelly Cook, t…