Artificial Intelligence in the Fashion Industry

The fashion industry is increasingly moving toward the adoption of artificial intelligence (AI), even though fashion has traditionally been synonymous with creativity, innovation, and constant change.

AI is progressively transforming numerous aspects of the sector, from trend forecasting to personalization and supply chain management.

The way consumers shop is also evolving, as is the process of creating new trends through algorithms that enable technology to identify user preferences—particularly those of Generation Z, a cohort that is deeply shaped by technology and social media.

Algorithms analyze user behavior by examining past purchases, preferences, and stylistic inclinations. This represents an innovative process that enables the rapid creation of textures with multiple design variations, resulting in increasingly innovative and highly personalized outcomes.

Model @CHANEL Métiers d’Art 2026 collections

Prompt engineering @Veronica Mazziotta

As previously mentioned, production and supply chain management will experience significant improvements. Enhanced connectivity between suppliers and customers will foster greater efficiency in inventory management, helping to prevent overstocking. This will not only reduce waste but also increase the recycling of previously used materials, giving a second life to production scraps.

In the textile sector, AI is introducing new yarns with advanced and innovative properties, such as stain resistance and waterproofing.

The development of prototypes will no longer require the use of raw materials, energy, or water. Consequently, there will be no waste generated in the production of samples for presenting collections to clients. Digital technologies will also ensure accurate garment fit through 3D production and simulation, enabling customization such as specific draping or color variations.

Thanks to technological advancements, entire collections can now be created without the need for photographic shoots or the use of real models. This allows designers and brands to analyze and visualize multiple versions of the same outfit even before physical production, making garments increasingly tailored to individual customers.

Through search engines and data analysis tools, it is possible to identify emerging trends well in advance, enabling brands to adopt collections more rapidly and designers to capture consumer micro-trends with greater precision.

While AI has a positive impact in many areas, there are others that require careful consideration to fully understand how this technology can be applied effectively.

Prompt engineering @Veronica Mazziotta

Prompt engineering @Veronica Mazziotta

Let us examine these aspects.

First and foremost, which factors should not be underestimated?

To ensure an AI-centered system, vast remote servers housed in large-scale server farms are required—facilities that contain numerous computers operating continuously, 24 hours a day. Their operation demands enormous amounts of energy, not only for data processing but also for cooling systems necessary to prevent overheating. This results in significant energy consumption and an increasingly substantial carbon footprint.

According to a study conducted by the Vrije Universiteit of Amsterdam, by 2027 data centers powering AI worldwide are expected to require between 85 and 134 terawatt-hours of energy annually—equivalent to the total energy consumption of a country such as Argentina.

Another critical aspect is the absence of emotional capacity in AI systems. Artificial intelligence lacks the ability to transmit emotions, as it is not equipped with software capable of replicating the human limbic system—a network of brain structures including the amygdala, hippocampus, hypothalamus, and cingulate cortex, all of which are responsible for generating emotions.

These factors give rise to contrasting perspectives on the use of AI. However, like any innovation, AI requires a conscious and intelligent approach to ensure that its benefits are realized without undermining moral principles—particularly empathy, which technology cannot inherently provide. There is also the risk that excessive reliance on AI may blur the line between what is real and what is digital, potentially altering human awareness and perception.

As early as 2023, discussions were already underway regarding the changes AI would bring to the fashion world and the industry at large. Crea Soluzioni.it highlighted that, through PML 5.0 systems, it is possible to scan the e-commerce market across all brand categories by analyzing vast amounts of data in a very short time.

Crea Soluzioni IRIS cutting systems are equipped with advanced vision technologies that enable precise scanning of fabrics to identify crucial details such as checks, stripes, images, and even defects.

AI is, of course, not only used by designers but also by all professionals connected to the fashion industry, including photographers, journalists, social media professionals, and fashion magazines.

Indeed, one year ago, Marc Jacobs made use of AI to draft the press release for his New York fashion show, presenting his collection through an AI-assisted narrative.

By Petronilla Corsaro