According to Andresen (2020), Artificial Intelligence (AI) is referred to as “the science and engineering of making intelligent machines”. Nowadays, the technological tool is used in an increasing scope of industries to process and interpret large data sets and accordingly translate that information into human simulated actions. Besides agriculture and healthcare, the demand for AI to, among other applications, minimize excess inventory in the fashion industry has risen (Jin, 2020). According to the Finance Market Research Report conducted in 2021 (source), the global expenditure in AI in the fashion industry is expected to grow from 229 million USD in 2019 to 1260 million by 2024 (Zou, 2021).
AI as a technological tool in the fashion industry not only is applied for forecasting of demands, it also is applied for personalized styling services based on machine-enabled algorithms and creating designs (Jin, 2020). The AI-enabled tools can be applied in four manners: selling, styling, design and buying. At first, the technology can recognize clothing items from pictures that customers upload. Also, algorithms can make recommendations in combining certain pieces, e.g., Alibaba offers a tool in which the customer receives outfit recommendations and compositions on the checkout page for cross-selling. (Zou, 2021) Also, the French AI startup Watiz offers the ‘Shazam of Fashion’ by suggesting similar clothing items identified from a picture on the consumer’s phone (Maguire, 2021). Secondly, AI can assist customers in styling their fashion items. For example, Amazon applies the technology for an online service that helps a customer in combining the right items by choosing from uploaded pictures of possible outfits. Thirdly, AI is applied for online shopping experiences in which customers can virtually fit the apparel. Moving further upon this, 3D versions of fashion items have been created to initiate a produce-on-demand business model to limit the number of physical products which could lead to overproduction. At last, the technology can assist businesses to predict the consumer behavior by adjusting selling strategies, react quicker to market trends and optimize prices. (Zou, 2021)
Despite the promising applications that AI offers, the rapid technological advancement also brings its problems and challenges. According to the most prominent individuals in the fashion industry, creativity of human being is irreplaceable.
“Haute Couture gowns possess the unique individuality of an object d’art. They are among the last items made by hand, the human hand, whose value is irreplaceable, because it gives its creations that which no machine can ever give poetry and life.” – Christian Dior
Not only do machines have no ability to express human-like emotions, the investment in time, talent and finances of creating apparel would face legal obstacles for designers. Designs that were assisted by AI-tools are not solely created by humans and therefore designers would not be considered as the only creator of the items. (Dennis, 2019) Looking at these potential applications and associated challenges, the traditional fashion industry will change disruptively within the digital age where physical products will be exchanged for virtual products.
Could you visualize yourself buying your clothes by looking at a 3D avatar of you wearing the items you are interested in instead of trying it on physically?
References:
Andresen, S.L (2002). John McCarthy: father of AI, IEEE Intelligent Systems Magazine, Volume: 17, p. 84, 85 [Accessed September 14, 2021]
Jin, B. E., & Shin, D. C. (2020). Changing the game to compete: Innovations in the fashion retail industry from the disruptive business model. Business Horizons, 63(3), 301-311.
Maguire, L. (2021, 7 oktober). Paris fashion-tech startups on luring luxury: fashion “Shazam” to virtual try-on. Vogue Business. https://www-voguebusiness-com.cdn.ampproject.org/c/s/www.voguebusiness.com/technology/paris-fashion-tech-startups-on-luring-luxury-fashion-shazam-to-virtual-try-on/amp
Zou, X., & Wong, W. (2021). fAshIon after fashion: A Report of AI in Fashion. arXiv preprint arXiv:2105.03050.
