AI, a revolution on the Catwalk

Increasingly futuristic fashion shows, digital influencers, tech collections. What will these fashion weeks around the world tell us? We often hear about Artificial Intelligence on a daily basis, but those who see it as an elitist tool destined for the most technical, technological companies, or high-level businessmen are completely mistaken. AI is not only already present in our lives more than we might think, but it's also ready to revolutionize even more traditional sectors such as fashion, indeed, in reality, it's already doing so.

What if we told you that one of the hottest influencers of the moment is not real? Let's talk about Aitana. She is twenty-five years old, she"lives" in Barcelona and manages to earn over ten thousand euros a month. And believe us. If we had not told you, no one would have noticed that she is not a real person; in fact, there are many who, to this day, cannot tell her apart, so much so that date proposals from well-known personalities are the order of the day. Aitana, created by Rubeñ Cruz, founder of the modeling agency The Clueless. But this flurry of the future is not just limited to changing some of the dynamics of influencer marketing, but so much more. In fact, the arrival of Artificial Intelligence in fashion has touched different areas, from user experience personalization to generative design. Let's look at some of them in detail.

Artificial intelligence is already having a significant impact on the fashion business, and these are the main areas:

• A personalized offering: One of the great tools offered by AI today is dedicated to supporting customers by offering them an even more immersive reality. In fact, artificial intelligence allows fashion companies to collect and analyze large amounts of data about customers, including their style preferences, sizes, favorite colors and past buying behaviors. This information becomes very useful and actionable for offering highly personalized products and improving the overall online and offline shopping experience. Moreover, the use of language generative AI technologies, according to Mckinsey's predictions, in the next 3-5 could increase industry profits by up to $275 billion
• AI & DESIGN: Artificial Intelligence supports brands in generating fashion design. In what sense will you say, simple; AI can quickly and thoroughly analyze past, present and who knows even future fashion trends. It can study customer preferences and all useful market data to identify patterns and suggestions for new designs, formats or patterns. All this can become useful and essential to speed up the design process and enable stylists and designers to get inspiration from a wide range of sources and data.
• Optimized production and supply chain: AI can also be used to optimize production and supply chain management in the fashion industry. For example, AI-based demand forecasting algorithms help companies more accurately predict demand for certain products and plan production accordingly. In addition, AI is also being used in this industry to improve operational efficiency and reduce costs in supply chain management.
• Toward Green fashion: With the increasing focus on sustainability in the fashion industry, AI also enters the process of research and development of innovative and sustainable materials for example to identify alternative materials to cotton or plastic derived from renewable sources.
• A new way of marketing: AI enables fashion companies to create highly targeted marketing and advertising strategies. Using machine learning algorithms, companies can analyze customer data to identify specific market segments and create customized advertising messages that resonate with those segments.

What can we take home from this information? Certainly that artificial intelligence is truly revolutionizing the way companies operate in the fashion industry, enabling them to be more innovative, efficient and customer-oriented. But not only that, AI supports creativity without threatening it or even replacing it, but offering the possibility of having more and more original and innovative products. However, it is important to note that there are also challenges and ethical considerations associated with the use of AI in the fashion industry, such as data privacy and the impact on employment in traditional manufacturing that should not be underestimated. To sum up, in these weeks we can continue to enjoy, live or on social, the flair of designers, extravagant outfits, and personalities who have arrived from all over the world and whose style will continue to keep us tethered to this amazing world, and who knows, in between fashion shows, think about whether artificial intelligence has contributed to what we are seeing.