AI has slipped into fashion consumption as predicted. Chat GPT is making lightwork of copywriting, finding new ways to encourage shoppers to add that extra product to their online basket. Trend forecasting giants like WGSN have leveraged AI algorithms to help predict what trends are on the horizon.
Valentino and Moncler used AI-generated campaigns to pique consumer interest. AI influencers that mirror human behaviour are officially a thing. Daunting as it may seem, it’s not all bad news.
Augmented reality (AR) is allowing customers to try before they buy, in turn reducing waste produced by the shopping system. Supply chain visibility is also being enhanced by AI, which is enabling brands to ensure products reach the right regions with minimal excess. While several brands are toying with AI to help improve their brand ethics, others are using the technology to push the boundaries of clothing consumption.
ASOS is set to introduce a negotiation tool for consumers buying River Island products. The button allows shoppers to haggle with an AI chatbot called Nibble, allowing for a back-and-forth price debate between bot and buyer. There’s a lot to unpack.
Said gamification of fashion triggers a change in consumers' psychology, making the shopping experience feel exciting and near-addictive as each deal is time-sensitive. Naturally, this has raised eyebrows, especially among fashion’s sustainable set who are campaigning for change. Addressing ASOS’ latest endeavour, sustainab.