AI In The Fashion Industry – 10 Most Prominent Use Cases
tiLet’s delve into the transformative power of AI in the luxury fashion industry.
In recent years, numerous high-end fashion houses have begun incorporating AI into their daily operations, revolutionizing various facets of their business. Today, we’ll explore ten remarkable use cases of AI in the fashion industry, learning more about the ways these brands are harnessing AI technology to innovate and create a significant impact.
BURBERRY
Burberry is one of the brands that started experimenting with AI relatively early, trying to enhance both the online and in-store customer experience.
By using AI-driven chatbots, Burberry provides personalized recommendations and styling advice, ensuring that customers receive tailored assistance whenever they shop. These chatbots can efficiently answer customer queries, streamlining the service process. The offering has been expanded to include enhanced customer services, options for browsing and shopping new collections, and even the ability to book an Uber ride directly to their store, all through a simple chat.
Additionally, Burberry employs AI technology powered by Entrupy, which utilizes image recognition to determine the authenticity of a product from a photograph of a small section. By examining minute details in texture and weaving, it can reportedly identify counterfeits with 98% accuracy, enabling retailers selling bootleg products to be swiftly shut down and brought to justice.
GUCCI
Gucci employed artificial intelligence to craft the innovative interior design of their Chengdu store in China, which opened last year. The AI-enhanced design was developed by Random Studio, a renowned creative agency based in Amsterdam and Paris. Drawing inspiration from the Renaissance heritage of Gucci’s hometown, Florence, and blending it with the rich flora and fauna of Chengdu, known as the « Country of Heaven » and the « Land of Abundance, » the studio’s skilled professionals utilized AI technologies to bring their creative vision to life. The result is a breathtaking interior that seamlessly merges tradition with modern technology.
Gucci has also used AI in combination with human creativity to predict upcoming fashion trends and to design new collections that resonate with evolving consumer preferences.
Gucci also uses AI to improve sales forecasting and inventory management. AI tools help decide where to allocate new products, enhancing the accuracy of sales forecasts by up to 20% and reducing inventory waste. This ensures that popular items are stocked appropriately across different regions
PRADA
Prada utilizes AI to create highly targeted marketing campaigns that resonate with their audience, increasing engagement and conversion rates. For example, last year Prada used AI to reinterpret five of Prada’a bestselling scents, including Prada Paradoxe, Luna Rossa Ocean, Infusion d’Iris, L’Homme and Amber Femme.
AI also aids in predicting fashion trends, providing the design teams with critical information on emerging styles and consumer interests. By staying ahead of market demands, Prada can continually innovate and meet the evolving tastes of their customers.
LOUIS VUITTON
Louis Vuitton has integrated AI to enhance its personalized shopping experience through the LV Virtual Advisor, an AI-powered tool that offers tailored product recommendations and customer service, creating a unique and exclusive journey for each customer.
At this year’s VivaTech conference in Paris, Louis Vuitton also showcased its collaboration with the startup Bodyguard.ai, a participant in the LVMH startup acceleration program La Maison des Startups. Bodyguard.ai specializes in protecting individuals, communities, and brands from toxic online content. This technology allows the brand to be notified about sensitive topics, specific to the brand. Being able to identify comments relating to cultural appropriation, or animal welfare, for example, are especially beneficial in the luxury sector.
GUERLAIN
In 2023, to celebrate the 170th anniversary of the Bee Bottle, Guerlain launched an innovative AI-driven marketing campaign. The brand trained a proprietary AI model to create a daring and futuristic digital exhibition, reimagining the Bee Bottle’s evolution from its inception in 1853 to a speculative future in 2193.
This ambitious project generated over 1800 unique pieces of art, curated into an ethereal digital showcase by artistic directors, archivists, and creative technologists. Guerlain unveiled this digital exhibition at the 2023 VivaTech conference in Paris, highlighting their commitment to blending tradition with cutting-edge technology.
DIOR
Dior has deployed generative AI with its new platform, Astra. The tool can reportedly extract data to help keep brands firmly attuned to consumer preferences. This includes customer comments from multiple channels, such as Google reviews, product pages, interactions with customer service, satisfaction surveys, and live shopping sessions.
Christian Dior, in collaboration with the startup ChatLabs, part of the LVMH startup acceleration program La Maison des Startups, launched a customized AI website feed. This innovative feature allows users to browse Dior’s shopping website similarly to a For You Page on TikTok, receiving personalized recommendations at every step of their shopping experience.
THE FUTURE OF AI IN THE FASHION INDUSTRY
The future of AI in the fashion industry promises to be groundbreaking, with technology driving unprecedented innovation and efficiency. As AI continues to advance, we can anticipate more personalized shopping experiences, smarter inventory management, and sustainable production methods. AI will enable fashion brands to predict trends with greater accuracy, optimize their supply chains, and offer highly customized products to consumers.
It’s evident that AI technology is not just a trend but a true transformative force. From personalized shopping experiences, data analytics and streamlined supply chains to innovative design processes, AI is reshaping how fashion brands operate and connect with their customers. The integration of AI allows luxury fashion houses to stay ahead of the curve, offering unique and tailored experiences that resonate with modern consumers.
If you would like to learn more than just 10 AI use cases in the fashion industry, we invite you to explore this article of our blog to learn about the way high fashion designers today use AI today.