Artificial intelligence (AI) is all around us. It started its subtle advance with smartphones that anticipated our word choices, with Fitbits that told us when we’d been idle too long and Alexa that could select our music and order a pizza. As AI has had so much influence in our personal lives, we need to understand how it’s being used and its implications for the fashion industry.
AI has been defined as programs that make decisions and actions similar to humans. It’s all about algorithms and sets of rules used to calculate solutions to problems. The complexity of the algorithms necessitates the use of computers to make sense of a vast amount of data.
Retail & E-commerce
For several years, AI has been capturing customer data and “learning” how to interact with the consumer to assist in making purchase decisions. The most common uses are in AI language assistance. We’ve all had the experience of calling a company only to get an automated voice customer assistant. While it can be frustrating to talk to a “robot,” if done well, AI language assistance can improve the customer experience.
Earlier this year, Emerj AI Research examined the top 20 apparel companies, according to Forbes’ 2017 Global 2000 ranking, to discover the most popular chatbots/AI assistants in fashion.
The North Face brand (ranked No. 9) of VF Corporation launched an AI assistant in 2015 called the Fluid Expert Personal Shopper (XPS), which instituted a dialog-based approach using IBM’s Watson technology. This created an experience more like talking to an in-store salesperson.
In 2016, Macy’s (ranked No. 11) introduced Macy’s On Call, an AI-powered in-store shopping assistant. Macy’s On Call also used IBM’s Watson, whereby the AI assistant could provide a customized response to a consumer’s question.
Ranked No. 1, Dior launched an AI beauty assistant through Facebook Messenger in 2017. The chatbot queried customers to determine which products to offer them.
Also in 2017, Nike (ranked No. 2) announced Nike On Demand, which utilized an AI assistant not only to sell merchandise, but to encourage exercise behavior through tracking performance with their Nike Running Club and Nike Training.
More recently, the founder of Stitch Fix, Katrina Lake, successfully used proprietary algorithms to combine the art of personal styling with high-quality clothing. The process involves the stylist teaching AI how to be a stylist based on identified preferences provided by the customer. The success of Stitch Fix has been a phenomenon evidenced by their rapid expansion into men’s and kid’s styling programs.
Retailers are also experimenting with augmented reality (AR) in the form of virtual dressing rooms. A 3D image of the consumer is able to “try on” clothes without having to leave their home. Using a combination of AI and AR, the retail store Yoox announced YooxMirror, which uses an avatar as the consumer’s virtual model.
Manufacturing
Beyond customer service applications, AI is being used in fashion manufacturing applications. AI, with its empirical intelligence, can solve problems of quality, productivity and production costs. In the textile industry, AI is being used to identify and grade textile fibers as well as virtual modeling in yarn manufacturing.
It’s common knowledge that apparel manufacturing is notoriously labor-intensive. However, computer-aided design (CAD) and computer-aided manufacturing (CAM) began simplifying the design and manufacturing processes as far back as twenty years ago. Automation in the spreading, cutting and sewing tasks has been perfected with the application of AI to determine the most efficient use of time and materials with exceptional accuracy.
Addressing consumer’s need for uniqueness, Bulleit Bourbon, in collaboration with Dallas-based artist Kyle Steed, has released a 3D printed sneaker featuring limited edition mural designs. Other shoe companies such as Feetz and Continuum Fashion are creating entire shoes using Additive Manufacturing (AM) or what is better known as 3D printing. And no one can forget the first 3D printed dress, which premiered in 2013 and was worn by Dita Von Teese.
Trend Identification & Forecasting
An overview of artificial intelligence would not be complete without mention of AI’s ability to identify trends. AI is able to capture and store large amounts of data by analyzing images, colors and styles combined with social media data. This information can help predict upcoming trends and be a valuable tool for designers, manufacturers and retailers.
The Future of AI
The fashion industry has just scratched the surface with the potential of AI. Leaders in the industry have already taken notice. If your company hasn’t taken the first steps into using AI, you need to start. AI is already a powerful tool in making companies more competitive and in improving processes and customer interface. Jump on the bandwagon. Because, ready or not, here it comes.
Linda Tucker, EdD
Apparel Merchandising & Management
California State Polytechnic University, Pomona
lindabtucker.edd@gmail.com
213-324-5914
