The integration of fashion and Artificial Intelligence (AI) is significantly impacting the fashion industry as technology-driven innovations are reinventing not only customers’ interactions with garments but also their online and offline shopping experiences.
Application of AI by Indian designers
Fashion designers Gaurav Gupta and Falguni and Shane Peacock are using artificial intelligence to create innovative garments. Gupta is the first designer to create an Indian sari gown by using IBM’s cognitive tool Watson. The designer, to create the first-of-its kind cognitive dress, used white fabric with integrated lighting that covered the entire dress. The AI technology in the lighting enabled the garment to change its color according on the mood of the person interacting with the wearer of the gown. This was achieved through IBM Watson’s tone and emotion gaging software.”
Desigers Falguni and Shane Peacock used IBM’s tool Watson to create a software that helped them browse through the history of fashion weeks within seconds. Apart from this, it also helped the duo improvise their work by providing relevant themes and sketches. The tool not only prevents sartorial copies but also brings about transparency in the design process.
Improving shopping experience
Another tool chatbots aids luxury brands like Burberry and Tommy Hilfiger to address the grievances of their users 24/7. Farfetch’s augmented retail vision Store of the Future uses data to improve the experience of a shopper, is another instance. It provides ultra-personalised experiences to its customers both in their real and digital lives. The platform improves retail productivity by capturing consumer data and enhancing interactions between consumers and sales associates, both in store and when the consumer interacts with the retailer or brand online.
Classifying buyers into two categories, designers Falguni and Shane Peacock have launched an interactive online shoppable video which enables the consumer to have a closer look at a product worn by a celebrity, and also helps put together a look specifically for them. Gupta’s tool also makes purchase simpler for the consumer.
Visual recognition, purchasing recommendations and customised options are other benefits of AI in online fashion retail. Online platform Findow uses advanced AI to help buyers discover nearest fashion designers, retail stores, brands and boutiques. The website and app updates on the latest trends and keep track of events and sales happening around them.
Benefits galore but negative impact on employment
AI allows designers to construct, de-construct ideas and create something new altogether. It encourages creativity by presenting new ideas on the benefits of technology and how it can it be incorporated in their work.
AI offers many benefits that can be beneficial across the fashion supply chain. It increases the speed of brands in delivering their collections. Besides its ability to store and read a large size of data helps them to recognise a consumer’s wants and needs. Artificial Intelligence also aids in creating new jobs. However, it can also lead to loss of jobs as automated processes make human labor redundant.