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Generative AI & its Endless Possibilities in Fashion

An exploration of generative AI as a productivity tool in the fashion industry and its growing influence in the present and the future.

Any sort of artificial intelligence (AI) that can be used to generate advanced or modified content is referred to as "generative AI”. The content may include audio, video, photograph, text, code, or any random simulated data. Thus, generative AI is an umbrella term for any AI technology that produces something independently of human input. It covers learning algorithms to write articles and paint pictures on their own, as well as learning algorithms that can generate predictions. Although ChatGPT and deep fakes are frequently mentioned when discussing generative AI, the technology was originally developed to automate the tedious tasks involved in digital picture and audio repair. In the last couple of years, generative AI's potential applications have emerged swiftly, while technology's future in the fashion and luxury sectors is still being put together. It is also an assumption that due to this, the operating profits of the apparel, fashion, and luxury sectors could increase by up to ~USD 270 billion over the next five years. Experimentation with new AI tools today will open up countless possibilities for the future.


Generative AI Directing The Fashion Universe

Fashion can be exciting, whether you're shopping deals, perusing social media for the latest trends, or selecting outfits for a trip. However, it can also be aggravating at times if the requirements of the customer are not met. Generative AI thus assists the fashion and clothing sector in finding a solution to various unpleasant issues that a retailer or the customer could come across while shopping. Almost all issues of all participants can be practically resolved in the fashion ecosystem with the aid of AI. Applications facilitate the fit condition between consumers and manufacturers, enhancing consumer satisfaction and lowering the industry's environmental effects. AI is used by designers to make textiles and clothing, and consulting companies use it to forecast trends for their manufacturing clients. The secret is in the data gathering. By gathering data, it is possible to foresee trends, fix fit problems, and even authenticate pricey objects. AI is capable of gathering, processing, and deriving insights from a wide range of data, including social media photographs and physiological data like heart rate and perspiration.


Benefits of Generative AI in

The Digital Fashion Industry

1. Mend fitting issues: The most common reason for returning online-purchased clothing is that it doesn't fit, and doing so can cost a shop up to 37% of the initial purchase price. [1] To resolve such issues, many companies thus use computer vision to measure the items after requesting images from the customers. Measurements are then mapped by machine learning to the company's archived data which helps the shoppers to ultimately receive a selection of brands that fit them in the size that they believe they are.

2. Facilitates framing apt decisions: With the aid of AI-powered virtual styling tools, customers find it easy to select things according to their body shape, skin tone, and fashion style. Various retailers’ online stores employ AI-based software for image consulting. In this, the shopper basically uploads their photograph on the website which is then scrutinized by a virtual stylist who gives specific and customized recommendations based on the color tones of the shopper. This implies lower returns, which supports the industry's viability. As per the experts, such tools tend to influence the purchasing eagerness of over 80% of the customers.

3. Provides design assistance: AI facilitates collaboration by extending human-to-human interaction to human-to-machine interaction. Fashion companies may generate designs that are more likely to be well-liked by their target audience and dilute the risk of producing designs that won't sell by using AI algorithms that predict trends and monitor customer preferences. This gives companies new chances to develop cutting-edge, market-driven designs.

4. Encourages product placement: Online consumers can better understand how a garment will look on them by using AI-driven augmented and virtual reality (AR and VR) capabilities. Customers can project clothing onto their own bodies using specific apps, where they can then experiment with color, texture, and accessories to find the perfect appearance.

5. Nurtures sustainable fashion: A manufacturer risks having a lot of unsold apparel on hand if they make the wrong guess about what customers want and then mass produce it. The emissions from greenhouse gases that have been linked to the fashion industry account for around 7% of environmental degradation. A number of companies thus employ AI and machine learning to examine social media photographs, noting patterns, shapes, and colors to help their manufacturing clients determine which products are going to succeed and which ones will fail, thereby promoting sustainable fashion. These businesses also employ AI to assist brands in developing pricing strategies and avoiding passing trends.

6. Promotes marketing: Businesses may use data analysis to identify the best marketing tactics, pinpoint the ideal customers, and increase the effectiveness of their advertising by using AI-powered marketing solutions. Spotting new trends and growing markets, not only helps businesses save time and money but also get a leg up on their rivals. This is an interesting trend for the fashion sector because it allows companies to reach out to new clients and increase sales.


Its Impact on the Present & the Future

Businesses may make better choices about what to stock and when by using AI models that can be educated by historical inventory levels and sales performance to anticipate future sales. This can lower waste, raise customer happiness, and boost revenue. This is one of the most important advantages of generative AI in the fashion industry because it has the potential to streamline the entire supply chain procedure. Also, brands are integrating generative AI into operations like marketing, management, customer support, and media production in addition to design. Many fashion entrepreneurs have shown their intention to use AI to create models for e-commerce. They assert that this change will diversify their digital platform by serving as a complement to real models rather than as a replacement for them. Generative AI is still in its infancy, making it difficult to forecast its long-term usefulness and impacts on the fashion sector. The emergence of new positions, like prompt engineers, will help businesses with the technology transformation. Personalized consumer communications could potentially be implemented using generative AI. When compared to businesses that don't use personalization, those who excel at it get a 40% rise in revenues. [1] Despite this technology's independence, it will always need human assistance to deliver reliable results. It will thus be crucial to instruct and train staff, including designers, marketers, sales associates, and customer support representatives, on the usage of generative AI technologies because they may offer value to a variety of different aspects of a business. From the perspective of the audience, customers continue to be the engine of any neo-fashion transition. For brands, the next two to five years will be critical for audience testing of technical advancements. Consumers may interact with these algorithms without difficulty, but it's more likely that the effect and support of people will continue to be crucial to an organization's success. Technology does not decide the direction of fashion; rather, people design it!

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swara-keni
Swara Keni

Head- Global Business Development

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