"Artificial intelligence wasn't just the hottest topic in technology again this year - it's become bigger than ever, to the point that it's reshaping the US economy. AI has inevitably rippled through fashion, too, as brands prepare for it to transform everything from their back-office operations to how their products are discovered and purchased online. Investors, determined not to be left out, have resumed pouring money into fashion-tech ventures, while startups are launching fashion-specific shopping agents and chatbots in hopes of competing against technology giants"
"In some cases it's yet to be seen exactly what impacts AI will have and how quickly, though one area where it's already having visible effects is marketing and content creation. H&M announced it would partner with models to create digital twins that could be used in AI content, framing it as a way to responsibly engage with the rise of AI-generated models. Other brands like Valentino have begun using AI content on social media - and sometimes facing consumer backlash for it."
Artificial intelligence has grown into a dominant economic force and is reshaping the fashion industry. Brands are preparing for AI to transform back-office operations, product discovery, and online purchasing experiences. Investors are increasing funding in fashion-tech, while startups build fashion-specific shopping agents and chatbots to compete with general-purpose tech giants. Marketing and content creation are seeing early, visible AI-driven changes. H&M plans to partner with models to create digital twins for AI content, and other labels like Valentino are using AI-generated content, sometimes provoking consumer backlash. Smart glasses are gaining traction, and many fashion products now carry digital identities to meet forthcoming European regulations.
Read at The Business of Fashion
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