AI in Fashion
September 23 , 2021
The use of AI in the fashion industry is greatly expanding its pie. The key example of the collaboration with humans and AI is Netflix series Stitch Fix. The story goes, when consumer data is entered into the AI, the stylist uses the system to select the outfit which is then delivered to consumers.
With sales reaching up to $1.3 Billion, it is raising expectations to become the first ‘unicorn’ in fashion tech. AI is expanding into creative territories that were deemed impossible. A Korean AI fashion startup Designoble became headlines when they released an ‘AI hoodie’ at a casual apparel brand SJYP.
While AI can be used in various aspect, in design, retail, styling and so on, for a successful model, there are some factors to consider. As seen from Stitch Fix’s success, using AI in grounds where sentimental touches are essential need to approached with caution.
The ‘look and feel’ is a prime example. Digital Strategy Director of PTTRNS.ai Jelle Stienstra says”Fashion is all about the look and feel, something an AI can’t recognize”. Moreover, Gerard Smit,CTO of IBM also had a similar opinion stating that “ Emotions and the anayslis of the human emotion is underestimated in Fashion”
In fact, we have never had the opportunity to feel or recognize if what we are buying is ‘correct’. While it may not have been commercialized, there have been much technological advances in this area. In an interview Smit states “The analysis of the emotions is that of humans. We already have a chatbot that recognizes and analyses the human emotions”.
Another technology not yet on the market is the ability to ‘feel’ the object shown on screen. From a research conducted in Netherlands, Smit found that Dutch consumers wanted a shopping ‘experience’ first and foremost and this new technology allows for consumers to satisfy this need. As such, the technology for AI to share the human emotions will become more practical in fashion.
For this to become a reality, a ‘Design Thinking’ tool is applicable. Design thinking begins from empathy of what the user wants and they need, what are their dos and don’ts and using it as a motivation. Thus, human-centered designs and the ability to recognize the problem combined with the creativity and harmonious problem solving ability are becoming necessary. While AI has huge potential in terms of fashion, for a real partnership with humans to be possible, a cautious and colorful approach is crucial.
