Artificial Intelligence: Shaping the Future of Fashion

Artificial Intelligence (AI) is reshaping multiple industries worldwide and the fashion industry is no exception. From improving supply chain operations to creating dynamic customer experiences through personalisation, AI is transforming the fashion landscape. In this article, we will explore how AI technology is making an impact on both designers and consumers, adding a new perspective to one of the world’s most dynamic industries.

The Revolution of AI in Fashion

AI is popularly dubbed as the ‘Future of Fashion’. This can be attributed to the fact that it’s influencing each step of the fashion industry, adding efficiency, automation and enhancing creativity. From predicting fashion trends to personalising product recommendations for consumers, AI’s role in the fashion industry is continually growing.

According to a survey conducted by Gartner, by 2020, 85% of customer interactions were managed without a human being involved, thanks in part to AI technology. Gartner Predicts 2021. This transition is a testament to the efficiency and abilities of AI and indicates how the fashion industry is evolving and diversifying its reliance on technology.

Personalised Customer Experience

In the ultra-competitive landscape of fashion retail, consumer expectation has greatly increased for a personalised and seamless shopping experience. AI has come to the forefront to provide retailers with the power to offer customisations and personalised experiences at a level hitherto unimagined.

Take Stitch Fix, for example. The online personal styling service uses AI algorithms to understand users’ unique styles and preferences. It caters consumers with personalised outfits curated by their teams of stylists, supported by data-driven algorithms. This has led to an impressive customer retention rate and significant boost in sales.

Another relevant example is Thread. This UK-based startup uses AI along with professional stylists to provide personalised style guidance and product recommendations to its customers. Users create a profile, share their preferences, and AI provides recommendations that suit their style and preferences.

AI in Supply Chain Management

AI is revolutionising the supply chain process by solving issues related to planning, forecasting, sourcing and delivering. This results in saving time, reducing costs, and improving customer satisfaction.

Luxury brand Burberry is leading the charge by adopting AI in the supply chain to enhance operations. It uses AI algorithms to scan social media trends and behaviour to align production and inventory with potential demands.

Similarly, ASOS, the global fashion giant, uses AI to enhance its inventory management, shipping, and forecasting. With the help of AI-powered tools, ASOS can accurately predict customer demands, thus optimising their supply chain operations.

Fashion Design and Production

The integration of AI is not solely about retail operations; it is also transforming the creative side of fashion. Designers are using AI tools to innovate and create more efficiently, and AI is used to automate certain production methods.

A viable example of AI in fashion design is Balenciaga‘s Fall 2020 collection. The high-fashion label used AI for the digital rendering of models in their online campaign. With options like virtual modelling, brands can iterate and innovate faster, thus reducing production timelines and costs.


It’s clear to see that AI is not a mere enhancement for the fashion industry; it is a necessity for future growth. From design to production, inventory management to customer experience, AI plays a significant role. Brands that understand and adopt AI are likely to stay ahead in the game, while those who resist could find themselves left behind in this rapidly evolving industry. The future of fashion is intelligent and data-driven, with fascinating implications for everyone involved.

The impact of AI on the fashion industry is illustrated not only by the rapid technological advancements but also by the changing dynamics of consumer behavior. Brands, whether high-fashion or fast-fashion, need to be ready to embrace this significant shift. The future of fashion, powered by AI, spells an exciting new era for the industry.


1. Forbes
2. Gartner
3. Stitch Fix
4. Thread
5. Burberry
6. Balenciaga