Artificial intelligence facing the challenges of the fashion industry. Benefits and applications in the commercialization and marketing phase Artificial intelligence facing the challenges of the fashion industry. Benefits and applications in the commercialization and marketing phase
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Abstract
Artificial intelligence is reshaping many aspects of the fashion industry, in all its stages and processes, updating the way in which the product is conceptualized, created, promoted and distributed. In a social moment where the demand for sustainability at all stages of the supply chain and a new phase of marketing 5.0 where data predominates, AI has enormous potential in the fashion industry, improving the efficiency of its processes, optimizing the customer experience and, ultimately, providing a differential competitive advantage to brands that know how to effectively harness its innovative potential.
Through an analysis of the most recent reports on the fashion industry published by leading global business consulting firms, this article first discusses the benefits of AI in the face of the major challenges facing the industry. It then reviews some of the most prominent AI applications in the supply chain phase of merchandising and marketing, highlighting the specific benefit they bring and outlining the AI tool and technology that supports it.
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