Artificial intelligence (AI) and virtual reality (VR) are the future of fashion. Almost every brand now has a digital staff dedicated to pushing the limits of what is possible with online content, social media, and digital marketing. Today, brands employ AI and VR to transform into something more than a product — a memorable experience that customers want to take part in.
Why AI matters in fashion
Brands are increasingly utilizing AI to develop and sustain relationships with customers and to enhance their digital marketing approach. AI enables relevant digital experiences for individuals with a consumer-centric approach. It can aid in the development of "virtual storefronts," offering individualized product recommendations and comparisons. Additionally, AI can aid in enhancing product exposure and sales as well as customer service. AI could aid in marketing and product development in the future, as well as enhancing the collection process and forecasting demand.
What's driving AI in the fashion industry?
Today, tagging, geolocation, and other signals are used to follow and understand consumer behavior. Brands may design individualized digital experiences for each customer with access to this data. With technology such as Google Cloud AI and IBM's cognitive services, AI and machine learning are becoming more accessible. Brands can use new AI platforms that support real-time learning and feedback to develop digital products that cater to the needs and desires of consumers.
What’s next for AI in the fashion industry?
The use of AI in the fashion industry is still in its infancy, and it will take some time before it can completely replace current practices. AI is currently employed as a programming paradigm and to supplement human judgment. Even today, the involvement of humans in design is crucial. Brands are predicted to use AI in more inventive ways as it becomes more commonplace.
Consumers in today's market are more data-driven than ever. To deliver the greatest possible digital experience, brands need to understand who their customers are. With AI, businesses can better track consumer behavior and gain a deeper understanding of their preferences.