Artificial intelligence (AI) in fashion is no longer a secret and has widely been used to mostly help businesses to streamline processes and increase sales. But the skillsets of fashion designers and computer scientists are miles apart, so it's not until recently that the creative applications of AI in this industry have been explored. "Initial uses of artificial intelligence have focused on quantifiable business needs, which has allowed for start-ups to offer a service to brands," Matthew Drinkwater, head of the fashion innovation agency (FIA) at London College of Fashion (LCF), told Forbes. "Creativity is much more difficult to quantify and therefore more likely to follow behind." Seeing the opportunity for AI to play a bigger role in the creative process, LFC has launched an AI course aiming to develop creative fashion solutions and experiences that challenge the current approaches to fashion design.
Like many one-note fashion brands before it, luxury lingerie brand Cosabella wants to become a lifestyle brand. Cosabella is using artificial intelligence and machine learning to track customer behavior, high- and low-performing products, and popular silhouettes and color patterns to predict what new categories and pieces will sell. "The smarter we get with AI, the longer our customer stays with us. The longer a customer stays with us, the better we get at improving product, fit, fabric and silhouette," said Cosabella CEO Guido Campello. Cosabella, which sells its items globally through its own channels as well as through wholesale partners like Nordstrom and Bloomingdale's, operates a 100-person team.