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  • Writer's pictureÉverton Tadeu

How AI is Revolutionizing Fashion



Artificial Intelligence (AI) has been a transformative force in various sectors, from healthcare to the automotive industry. And in recent years, AI has played an increasingly important role in the fashion industry, revolutionizing everything from design creation to product development and customer experience.


AI, at its core, refers to technology programmed to simulate human intelligence. In the context of fashion, this technology ranges from data analysis and product personalization to AI-assisted design creation.


In this article, we will explore the growing influence of AI in fashion and how it is shaping the present and future of the industry. We will see how brands and companies are utilizing AI to drive innovation, improve efficiency, and offer personalized experiences to consumers.


Get ready to dive into a world where creativity meets technology (and sustainability), where data analysis drives trends, and where fashion is being reinvented with the help of artificial intelligence. Shall we explore together?


AI During the Pandemic


The Covid-19 pandemic has had significant impacts on consumption and the market, including those related to the fashion industry. The fashion sphere has faced not only financial challenges but also structural ones, as it is responsible for a significant portion of global employment.


The need arose to consider changes aimed not only at the survival of the fashion industry but also at its post-pandemic resilience and consolidation. One of the main alternatives was the shift towards online exposure and consumption. Major brands used AI to showcase their collections to a virtual audience through live-streaming of their runway shows, as exemplified by Giorgio Armani. Designers and stylists were able to create a digital platform to showcase their creations while maintaining press coverage and facilitating purchases.


The advantages of using AI to conduct a live fashion show are mainly related to the opportunity to observe the garments in 3D. You can assess various elements such as movement, fit, and fabric flow, which may go unnoticed in an in-person event.


Conceito de tênis da Nike criado por inteligência artificial Instagram /@ai_clothingdaily


On the other hand, an important question arises: what about the photographers, makeup artists, models, and fashion agencies that were essential for this cycle of runway shows to happen? What happens to these workers? Technological advancements can be both exciting and daunting, but we must not overlook important debates. Certainly, there will be a balance in the market because AI helps, facilitates, and significantly reduces the time required for activities. However, in the end, not every service can be replaced by a machine precisely because it is performed by a human being capable of bringing emotion, sensitivity, and attention to detail to the work. Machines need human work to evolve, so they can evolve as well.


Therefore, the idea arises to regulate this technology so that it only brings us benefits, helping in our daily lives and facilitating our work. Let AI come to enhance us! It is certain that the future of fashion is to walk hand in hand with technology.


And thinking about this, there is another important aspect that AI enables in fashion: a more sustainable approach. This is because we are moving away from large campaigns and excessive production. A brand that has embraced this is Levi Strauss & Co. Levi's has partnered with a digital studio in Amsterdam that creates AI-generated models, aiming to diversify the shopping experience.


The AI-generated clothing models created through this partnership could be more inclusive, allowing customers to see how a garment would look on various models with different body types, ages, sizes, and skin tones.


"Although AI will likely never fully replace human models for us, we are excited about the potential capabilities it can provide for the consumer experience," said Amy Gershkoff Bolles, Global Head of Digital Strategy and Emerging Technology at Levi Strauss & Co.


"We recognize that there is understandable sensitivity around AI-related technologies, and we want to clarify that this pilot is something we are planning to experiment with later this year in hopes of enhancing the consumer experience. Currently, industry standards for a photoshoot typically involve one or two models per product. Lalaland.ai's technology, and AI in general, can potentially help us publish more product images featuring a variety of body types more quickly." Official response from Levi's regarding the use of AI to generate clothing models.


AI and Data Analysis in Fashion


One of the main contributions of AI in the fashion industry is its ability to process and analyze large amounts of data. Data analysis driven by AI plays a crucial role in understanding consumer trends, customer preferences, and demand forecasting.


With the help of AI, fashion brands can collect and analyze data from various sources, and this data can reveal valuable insights about consumer behaviour, style preferences, and emerging trends. Based on these insights, brands can make informed decisions about which products to develop, how to optimize their supply chain, and how to target their marketing campaigns.


Furthermore, AI helps brands forecast future demand and adjust their production and inventory strategies more accurately. This not only reduces costs and waste but also enables brands to meet customer demands much more efficiently!


Product Recommendations


Through the use of recommendation algorithms, brands can offer highly personalized product suggestions to each customer, taking into account their purchase history, style preferences, and other relevant data. Based on this analysis, they can recommend clothing, accessories, and product combinations that are more likely to please each individual customer. This provides a more personalized shopping experience, increases customer satisfaction, and drives sales.


These are just a few examples of how AI is revolutionizing fashion. As technology continues to advance, we can expect more innovations that harness the power of AI to further improve the fashion industry and the consumer experience. Not only do they make the shopping experience easier and more relevant, but they also open up new possibilities for individual expression and self-confidence through clothing.


As technology advances, the possibilities are endless. By combining creativity, technological innovation, and sustainability, fashion is being reinvented, offering a more personalized and efficient experience. We are witnessing an exciting and promising future for the industry (and with caution and regulation, everything falls into place!).




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