AI in Fashion Marketing: A Rapid Shift Toward New Opportunities and Challenges
With the emergence of numerous new AI-powered tools, marketers in the fashion industry have to adapt very quickly. Not just quickly — ultra-fast. Large fashion companies such as H&M, Coach, and Anthropologie are already applying AI across various tasks: from analytics, product discovery, and SEO to creative work — generating texts, images, and videos. Virtual and nearly indistinguishable replicas of both products and models are being created.
Like it or not, it’s clear that integrating AI into marketing is becoming inevitable. According to the AI platform Jasper, over ¾ of marketing teams plan to expand their use of AI in 2025.
And since legislation is still lacking, everyone is doing what they want, according to their own “sense of aesthetics.”
Creative: Illustrations and Photography
Illustrations
In March 2025, OpenAI released a new version of its image generator, which immediately sparked a surge of cartoon-style images and AI-generated videos across social media.
ChatGPT 4.0 can create images in popular animation styles, such as Pixar or the Japanese studio Ghibli. In general, ChatGPT 4.0 can recreate frames in the style of any artistic photograph. This raises NEW legal questions about rights to use creative styles.
Photography
Several brands — both luxury and mass-market — have already launched trial ad campaigns for SS 2025 featuring models, including famous ones, generated by AI.
There is still no clear legal framework around the use of “digital doubles” of models either. According to a survey by The Business of Fashion, 74% of respondents supported banning brands from using AI-generated models. The topic remains controversial. But the train has already left the station.
Text/Content
One of the most popular applications of AI is content creation. For example, Jasper is widely used for copywriting — from product descriptions (Adidas) to developing advertising campaigns (Ulta Beauty).
However, customer reactions to AI-generated content in retail remain mixed. Shoppers often perceive such information as “deceptive.”
Therefore, marketing must find a balance between the advantages of AI and the risk of alienating or upsetting customers.
Source: How AI Is Already Changing Marketing