Use of AI in the context of fashion and related industry

Abstract

Artificial intelligence (AI) is revolutionizing everyday tasks, enhancing processes and improving efficiency, positioning it as a powerful tool for optimizing time for producers and customers. Beyond efficiency, AI influences cultural behaviors and aesthetic preferences, opening up new opportunities for creative expression. In the fashion industry, AI supports designers and retailers by offering personalization and automation to enhance user experience amidst a landscape of abundant fashion choices. This paper examines the impact of AI on the fashion industry as both a technological innovation and a cultural influencer, referencing Gilles Lipovetsky’s theories on consumer psychology. The semiotic and dynamic nature of fashion is touched upon through the theory of Yuri Lotman (1922–1993) and Roland Barthes (1915–1980), as well as the dynamic contemporary processes and technologies through the perspective of Lev Manovich (1960–) and Emanuele Arielli (1972–). AI is shown to drive creative exploration and cultural diversity within fashion, while highlighting the human element in the aesthetic process.