As generative AI gains popularity for personalized content, the fashion and luxury sectors are leading the charge, utilizing artificial intelligence for advertising, product sheets, and even product creation. FashionNetwork.com explores the transformative impact of AI on the fashion and luxury industries, focusing on marketing and creativity.
In a landmark move, Amazon adopted AI-generated visuals for its campaigns, underlining the increasing importance of artificial images in commerce. Brands are now familiar with consumer-generated AIs like Dall-E and Midjourney. Solutions are emerging for automatic product cutouts from images and placement in virtual sets, all powered by artificial intelligence.
AdCreative.ai, a Paris-based agency with clients such as Adidas and Tiffany&Co, leverages AI to generate campaign visuals rapidly. Described as a blend of Canva and ChatGPT, their tool channels AI towards commercial objectives efficiently.
AI’s versatility extends to writing product information sheets, allowing brands to customize content based on their language and objectives. YZR, a specialist working with Decathlon and La Redoute, sees partial automation as essential for survival in a competitive and time-sensitive industry.
Sébastien Garcin, Chairman of YZR, commends the fashion and luxury sectors for their meticulous product visuals, facilitating AI in verbalizing product attributes. AI’s impact isn’t limited to marketing; questions arise about its role in the creative process for clothing design. The Kooples is set to unveil a collection generated by AI, showcasing a fusion of timeless elegance with Imki’s generative AI at the CES show in January 2024.
While doubts persist about AI replacing creative directors, brands are exploring its potential in the creative realm. Leaders like Grégory Boutté from Kering emphasize that automation isn’t a top priority yet, considering production quantities and methods.
Resistance to AI among brand teams is present, with approximately 20% resisting these new processes. Concerns about AI impacting employment echo in the industry, emphasizing the need for transparency with employees.
Legal challenges emerge; British courts rejected an attempt to patent inventions generated by AI, stating the inventor must be human or a company. However, AI’s potential in identifying counterfeits on sales sites is a significant advantage for the luxury goods sector, actively exploring AI solutions to counter this threat.
Stay tuned for the next installment, where FashionNetwork.com will delve into AI’s potential for personalizing the customer experience and optimizing sourcing across shop networks and the production chain. Explore the evolving landscape of AI in the fashion industry with us.
