How AI is shaping the fashion industry

Artificial intelligence, otherwise known as AI, is the ability of a digital computer to perform cognitive tasks commonly completed by humans. Modern technological advancements have allowed machines to not just be used manually, but also to be able to understand surroundings, rationalise and make inferences and decisions based on those factors.

There are many industries that this technology will be able to positively influence, with one of these being the fashion industry. In a world where consumers favour both convenience and clarity in their shopping, AI has shown huge potential for fashion companies to provide this to their customers. One great real-world example of this being implemented is in the brand Dior.

An example of the types of conversations that can be held
by the Dior Insider AI platform.

Dior launched its very own AI beauty assistant via the Facebook Messenger platform in 2017, called Dior Insider. The platform was created to foster Dior’s approach for curating an even more personalised shopping experience for their customers. Using AI technology, it offers suggestions for skincare and cosmetic purchases and can answer questions related to such products.

Furthermore, the chat-bot can also directly access Dior’s website to book in make-up consultations, and suggest local Dior stores for customers to easily find. Allowing consumers to seamlessly transition from online to in-store shopping via the virtual assistant makes it a powerful tool for Dior to utilise.

Example of AI integration on the Nike app.

Dior is not the only brand taking advantage of this growing technology. Companies such as Alibaba, Nike and Zara are also implementing AI technology in order to boost customer interaction and personalisation for their online shopping experience. With AI already able to predict and understand so much about one consumer, the future of this technology could change the world of fashion and shopping forever.