From ChatGPT for high-school projects, to tools in medicine and finance, AI has infiltrated our reality, often stirring controversy and debate. The fashion industry has largely embraced AI as a tool for growth and innovation. A case in point was the first AI Fashion Week in London in Spring 2023 that showcased various AI-generated outfits, demonstrating the potential impact of this new technology on the sector.

Whilst browsing through Zara, ASOS, or Brandy Melville you’ve likely noticed eerily precise recommendations. AI plays a major role in this often-frightening revolution by tailoring the online shopping experience based on individual behaviour and preferences. Soon, enhancements like virtual try-ons and predictive trend analysis will further refine online shopping, positioning it as the ultimate consumer tool.

Moving away from online shopping, popular brands such as Zara and H&M are using AI for supply chain management, aiming to reduce waste and boost sustainability. Additionally, AI aids in design processes, generating customized images from detailed prompts to visualize a variety of patterns, styles, and materials. This capability helps minimize waste by enabling more informed decision-making. According to a 2022 prediction by McKinsey consultancy, such AI technology could contribute between £120 billion and £220 billion to the fashion industry's profits over the next five years.

Let’s address homogenization: Critics argue that if all brands use similar AI tools in their designing, diminishing the human and individual touch, it would be a matter of time until creativity in fashion wanes. AI poses a risk to the quality and popularity of an industry that has dominated the media and captivated hearts worldwide. It is paramount, and indeed the industry’s responsibility, to use AI technologies to promote uniqueness, creativity and diversity. Whether the industry will prioritize these values over short-term profits remains to be seen. Only time will tell. 

Shifting a focus to the modelling industry, lately, digitally created representation of models, the so-called AI fashion models, have emerged. They can be customized to display different body types, skin tones, ages, and sizes, promoting diversity and cutting on promotion costs. At a click of a button, they can be altered to suit the clothing, and provide great flexibility.

An example is Levi’s, that last year entered a new age with the announcement of its AI modelling campaign. This is one of the many examples of worker displacement due to the adoption of AI technology and designs in industries.

However, the use of AI in the fashion industry is not without its controversies. For instance, the creation of the first AI-generated supermodel, a Black woman named Shudu, has sparked significant debate. Shudu's creator, a white man, has faced criticism for profiting from the digital career of a Black woman. This situation raises ethical questions about representation and diversity in the industry. Critics argue that by using AI to simulate models of colour, the industry may be bypassing the opportunity to hire real models from diverse backgrounds, thus avoiding meaningful inclusivity in the workforce.

So, what's the verdict? Are we witnessing the end of the golden era of modelling? Will AI propel fashion creation and ingenuity to new heights, or will it suppress the unique qualities of human input? Well, you can always ask ChatGPT.