While the fashion industry has experimented with basic AI and other frontier technologies-the metaverse, nonfungible tokens (NFTs), digital IDs, and augmented or virtual reality come to mind-it has so far had little experience with generative AI. and “ Generative AI is here: How tools like ChatGPT could change your business.” 2 Michael Chui, Roger Roberts, and Lareina Yee, “ Generative AI is here: How tools like ChatGPT could change your business,” McKinsey, December 20, 2022.) (For more on generative AI and machine learning, see “ What is generative AI?” 1 “ What is generative AI?” McKinsey, January 19, 2023. Rather than simply identifying and classifying information, generative AI creates new information by leveraging foundation models, which are deep learning models that can handle multiple complex tasks at the same time. ChatGPT is only one consumer-friendly example of generative AI, a technology comprising algorithms that can be used to create new content, including audio, code, images, text, simulations, and videos. In the future, it’s entirely possible that those designs will blend the prowess of a creative director with the power of generative artificial intelligence (AI), helping to bring clothes and accessories to market faster, selling them more efficiently, and improving the customer experience.īy now, you’ve likely heard of OpenAI’s ChatGPT, the AI chatbot that became an overnight sensation and sparked a digital race to build and release competitors. As this season’s fashion weeks wrap up in London, Milan, New York, and Paris, brands are working to produce and sell the designs they’ve just showcased on runways-and they’re starting next season’s collections.
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