Why Artificial Intelligence is a Perfect Fit for the Fashion Industry

If you were to mention the words “artificial intelligence” outside of tech circles, it wouldn’t be uncommon to see the recipients’ eyes glaze over and every word spoken become white noise to them. Although the opportunities that AI can open up are incredibly exciting, it’s quite apparent that there is still a bridge that needs to be built to connect technology and creative industries.

The fashion industry could be the unlikely hero of the hour by increasingly using AI, machine learning, data analytics, and influencer marketing to transform the fashion landscape. It is also leading the way in exploring beyond the realm of automation in its use of AI. In a digital age where new customer experiences are the new currency, many are looking at how AI can redefine engagement with their audience.

Enriched data is beginning to provide unprecedented opportunities through recommendations and dynamic pricing strategies. Meanwhile, chatbots are opening up conversations 24/7, ensuring that designers such as Tommy Hilfiger and Burberry are always online in a number of creative ways.

Dior went a step further by launching an AI beauty assistant through the Facebook Messenger platform, called Dior Insider. Conversations with customers of the Paris-based fashion brand enabled the company to determine exactly what products would interest users. The trial is another example of how brands understand the importance of personalizing customer experiences and retiring the increasingly irrelevant generic campaigns.

Technology is also removing the blurry line between offline and online. Users now expect a seamless experience as standard, and for businesses to stand out from the crowd with the wow factor. Last year Nike partnered with advertising agency R/GA to launch the Nike On Demand but was once again the key to making it a success.

Nike leveraged IoT data to fuel an AI assistant service that would encourage users to maintain a regular exercise pattern. Once again data analysis, algorithms, and machine learning were the tools of choice to transform Nike’s image from a “cool product” to “performance partner” that enables athletes and health-conscious consumers meet their performance goals.

Some companies are making the fatal mistake of trying to import old ways of working into new technology solutions. For example, a chatbot without personalization offers no relevance and zero value to a consumer. Ultimately, they are no better than spam or annoying unsolicited emails.

There is little point in jumping on the chatbot bandwagon because everyone else is doing it unless it is properly thought through. At IPsoft, it was essential that our AI assistant Amelia can understand the tone of a conversation – i.e., whether a speaker is happy, sad, or neutral – based on their speech patterns. We believe there should be no friction between AI and the consumer, and Amelia is an excellent example of how to communicate with customers using empathy and a whole range of human emotions.

However, it’s not all about conversational strategies; AI can even help us get dressed. As consumers, we are often overwhelmed with options and crave simplicity. Life is complicated enough without having to invest time working out what clothes you will wear for the month ahead. AI is already capable of choosing an outfit for you based on your personal preferences, as well as elements such as weather.

Elsewhere, Sephora and Avon use innovative face-simulation technology based on AI algorithms that can recognize unique facial characteristics, such as wrinkles and skin color, in apps that give users the ability to test makeup on smartphones. However, it’s important to mention that machines are not so good at creative tasks and won’t be replacing clothing designers anytime soon.

Artificial Intelligence can never replace human skills, innovation, and creativity. But in an era dominated by digital tools, it has never been more important for humans and machines to collaborate and complement each other. Although tech trends and consumer habits will continue to change, customers will always prefer the personal touch. For these reasons alone, we can expect AI to rock the fashion world.

For any technology to be considered a success, it must solve real problems in an industry. Whether it be providing a timely boost to e-commerce productivity, entering the experiences business, improving promotional campaigns, or even clothes, it already seems that AI is ticking all the right boxes.

Although many would argue that the fashion industry is a traditional industry at heart, AI is holding the keys to future brand domination, and this cannot be ignored. As the technology continues to improve agility along with top-line performance and customer service while lowering costs, it seems that AI and the fashion industry are a perfect fit.