Generative AI has the potential to transform the fashion e-commerce industry, which heavily relies on e-commerce and faces challenges related to product returns. McKinsey estimates that generative AI could add between $150 billion and $275 billion to the fashion industry’s operating profits over the next three to five years. Here are three key ways that fashion brands can use generative AI in a customer-facing capacity:
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Product search and discovery: Generative AI can create hyper-personalised experiences, improving search and discovery and allowing consumers to make specific queries using natural language.
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Product description and information: Generative AI tools can produce images from text and vice versa, creating personalised content and enhancing product description pages. However, transparency and quality control are critical when using generative AI tools to create content.
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Product customisation and co-creation: Brands can engage consumers by offering opportunities to co-create products using generative AI tools, allowing for an increase in made-to-order and low-volume production.
