In an industry renowned for its cyclical trends and unsustainable practices, artificial intelligence is bringing revolutionary changes to the fashion industry. With the new developments and progress artificial intelligence has seen solely in the past year, businesses and consumers are becoming more conscious about producing and shopping sustainably. Supply chain optimization, waste reduction, and trend forecasting are a few of the numerous factors transforming eco-friendliness in the industry, revealing insights about making conscious choices for like-minded fashion brands and consumers. The industry can benefit now more than ever from sustainable efforts, and AI is one efficient way for the fashion world to come together and begin to make smarter, more sustainable choices.
Overproduction has made a heavy mark on the supply chain of many fashion brands; it is one of the very reasons the industry struggles to achieve sustainability. New advancements in AI programs have allowed brands to analyze current fashion fads and consumer demand, effectively predicting future trends. Brands can then use this new analytical data to manage their supply, accounting for future demand for specific products, and eliminate overproduction in the supply chain (Rathore, 2019, p. 13). One designer who successfully implemented AI technology into their supply chain optimization was Stella McCartney (p. 15). The brand has been known in the industry for its efforts in sustainability and has already made much progress, collaborating with Google Cloud to use their robust analytical data to their advantage (p. 15). The McCartney brand evaluated its environmental impact on the supply chain through Google’s AI tools, which calculated land and water use, as well as carbon emissions present in the environment from their supply chain initiatives (p. 15). Taking all these new insights into consideration, McCartney created an “end-to-end supply chain,” which reduced production-related wastes, and altered their raw materials to be more eco-friendly.
Waste reduction has also seen significant improvements due to new AI algorithms. AI technology can be so accurate as to foresee the future lifespan of a product, which in turn helps companies analyze exactly what they must produce and minimize the use of water-heavy materials (p. 14). Furthering this new era of sustainability in fashion, innovative companies have even used AI to make eco-friendly designs. For example, Tommy Hilfiger is using AI algorithms to predict the future of fashion trends and understand what consumers want to see in stores (p. 16). Using this data, the company created new, fresh ideas for designs with eco-friendly materials that aligned directly with consumer demand. Unique and innovative pieces were manufactured, engaging consumers and producing minimal waste (p. 16).
Companies can make significant changes to their production systems with the power of AI, but how can high-tech AI mechanics change consumer habits? For one, AI can conduct individual consumer trend forecasting. Algorithms can analyze individual consumer purchases, buying behaviour, browsing history, and key word searches to suggest specific pieces to each consumer that fit their style (p. 15). This technology has also allowed consumers to develop their sense of style and shop accordingly, making smarter choices that support sustainability. With these individualized suggestions, consumers will become satisfied for much longer, subsequently extending the life cycle of each product. Consumers can also virtually try on clothing while online shopping (p. 15). Building style through customizable online avatars will allow consumers to have a personalized shopping experience and learn about the impact of their shopping habits. This minimizes the number of returns and packaging needed for shipping, reducing the environmental impact from the consumer’s side.
Artificial intelligence programs have slowly become a part of our society and are here to stay. Brands have made the most of this new technology and are using it to their advantage. In a world of fleeting resources and escalating environmental crises that have painted us a bleak future, AI may be the innovation that paves the way for sustainability to reach new heights.
References
Rathore, B. (2019). From Trendy to Green: Exploring AI’s Role in Sustainable Fashion Marketing. International Journal of New Media Studies, 6(2), 12–22.
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