The fashion industry is investing huge amounts of money in artificial intelligence systems that can provide what is called "sentiment analysis", which is similar to customer feedback, except that it's indirectly acquired. Typically, sentiment analytics systems can gather information from social media pages as well as through natural language processing, perhaps through listening to customer phone calls. A massive number of data points can be collated and analysed – a quantity of information that only an AI system can process. And after processing it all, conclusions can be drawn. For example, sentiment analysis can help discover whether people are speaking positively about some products or negatively about others; or it can collate and organise all reviews; or it can monitor the news media to see if the brand is being mentioned, and in what context.