Glossary
Artificial Intelligence (AI) – Computer systems capable of performing tasks that typically require human intelligence, such as data analysis and generating recommendations. AI is trained and operates based on collected data.
Generative AI – A technology that creates images, text, and audio based on user commands (prompts). It enables the generation of unique content: writing stories, composing music, producing artwork, and designing fashion.
Predictive AI – A system that analyzes historical data to forecast future events. Examples include weather prediction, risk management, and production process optimization.
Generative AI
Since generative AI (genAI) became mainstream, brands have begun using it to create digital models, social media content, and marketing campaigns. The early results looked obviously artificial, but as the technology improved, the visuals became increasingly realistic. Today, AI-powered campaigns are used by brands like Gucci, Prada, Jil Sander, Victoria Beckham, and others (see illustrations below).
According to McKinsey, genAI is expected to add between $150 and $275 billion to the fashion industry’s operating profits by 2030, with marketing being one of the key growth drivers. These tools are evolving rapidly, becoming an essential part of marketing strategies.
The State of Fashion 2024 report by The Business of Fashion and McKinsey states that 26% of surveyed executives said their companies are at least experimenting with AI.
How Can Fashion Brands Use genAI?
1. Pre-testing Creative Ideas
Generated visuals allow clients to preview what the final result might look like—especially helpful when big budgets are at stake, and the shoot concept is highly creative. However, AI still lacks the ability to convey genuine emotion.
2. Reducing Production Costs
One of the biggest challenges for fashion brands is finding the right location for photoshoots. Organizing a shoot in a location that fits the concept of the collection and campaign, plus transporting the entire team, is no easy task. Depending on the brand’s budget, options may be limited. Thanks to AI, this issue can be eliminated, as campaigns can now be created directly from the office with no need to travel.
AI systems can generate variations and adaptations of content in different formats within moments, removing the need for reshoots and lengthy post-production.
3. Full Campaign Creation
While AI can generate images, humans are still responsible for concept and art direction. For example, when Casablanca used AI in its 2023 campaign, founder Charaf Tajer noted that the team did just as much research and developed a storyboard just like they would for a traditional shoot. Typing a vague prompt like “a beautiful girl on a clean city street” will typically result in a stereotypical image of a tall blonde woman — this happens because AI tends to reproduce clichés unless guided intentionally.
Content is only part of the equation. With AI, marketers can also conduct research, run focus groups, or perform interviews before content creation—ensuring alignment with brand tone and targeting specific goals.
Of course, AI still makes mistakes and “hallucinates,” so human oversight remains crucial. However, the biggest tech companies are actively working to eliminate these flaws and improve the systems.
Based on: “The Fake Fashion Campaigns That Show AI’s Future in Marketing,” and “How Fashion and Beauty Brands Use AI to Supercharge Digital Marketing”