How Generative AI is Reinventing Fashion
Fashion brands are taking advantage of generative AI tools to increase productivity, scale marketing efforts and improve the consumer experience. Here's how they're doing it.
Photo Source: Vogue Business via Revolve
Generative artificial intelligence has taken the world by storm following the release of ChatGPT on November 30, 2022, but there is one sector in particular that can benefit greatly if these new AI tools are utilized: fashion.
Many brands have already begun utilizing generative AI to increase productivity, scale marketing efforts and improve the consumer experience. These brands are ahead of the game, because according to McKinsey & Company, generative AI could add between $150 billion and $275 billion to the operating profits of the apparel, fashion and luxury sectors.
First, let’s define generative AI. This concept refers to deep-learning models that can generate content, such as text, images and videos, based on data they are given. Some examples of these models include ChatGPT, DALL-E 2, Midjourney and Bard.
How can fashion companies utilize generative AI tools to scale operating profits?
Let’s start at the beginning of the process: merchandising and product. Companies can input data into AI tools to receive examples of new content or improve upon existing content. This process can help convert mood boards, sketches and descriptions into 3-D designs.
For an example of using AI to create new designs, Artist Str4ngeThing uses generative AI tools to create fashion pieces for brands that reflect other time periods, such as the following Nike designs referencing the Renaissance era.
Photo Source: Str4ngeThing
For an example of using AI to improve designs, supply chain startup Cala uses DALL-E technology to preview design feedback in illustration or photorealistic format. This allows the brand to review edits and tweak designs if necessary before physical production of the products.
Photo Source: Vogue Business
Next, let’s take a look at marketing. While this step isn’t as visual or creative, it is highly informative and useful. Looking to make TikTok videos to make your product go viral? Ask ChatGPT what’s trending right now. Need more personalized trend data? Input data from your consumer profiles and community insights into AI tools to generate marketing content.
Once marketing is sorted, we can move onto e-commerce and consumer experience. In this stage, AI can be used to personalize the online experience, such as web pages and product descriptions, based on consumer profiles. AI can also create virtual try-on demos and styling recommendations for consumers.
Not only can generative AI help create, edit and market products, but it can help brands configure store operations as well. Some examples include generating and testing store layout plans, real-time monitoring of video data, and devices to inform employees on product condition, assortment and inventory.
As helpful as generative AI is to brands, it’s important to be cautious of risks involved.
As these tools are new, there is still a need for guidelines to be set, most notably on trademark issues. For example, the infamous “MetaBirkin” lawsuit, in which the artist Mason Rothschild created “MetaBirkin” NFTs that the jury ruled infringed on the trademark rights of Hermès.
Since generative AI is fairly new, we expect a significant amount of growth to occur in the next year or two. If fashion companies begin utilizing these tools now, they will scale faster and be able to grow alongside new AI developments without falling behind.
Best,
Ariana for the Don’t Count Us Out Yet Team