According to a recent McKinsey report on generative AI and the future of fashion, as much as one-fourth of AI’s potential value in fashion may relate to design and product development. “While still nascent, generative AI has the potential to affect the entire fashion ecosystem by using technology to help create better-selling designs, reduce marketing costs, hyperpersonalise customer communications and speed up processes,” states the report.
The use of AI in fashion throws up several questions about originality and human creativity. Artificial intelligence by definition, cannot be naturally creative. Its power lies in the fact that it can scan vast amounts of data from the past to create something derivativeAgra Investment. But if you were to consider Mark Twain’s famous quote on originality, you’d realise that the argument for incomparable human creativity may have some flawsUdabur Wealth Management. “There is no such thing as a new idea. It is impossible. We simply take a lot of old ideas and put them into a sort of mental kaleidoscopeAhmedabad Stock. We give them a turn and they make new and curious combinations.” So if all new expressions of creativity, whether human or machine-learned, are derivative in some shape and form, how can designers and fashion houses use AI to stay inventive without diluting their brand value?
New York-based label Collina Strada and the Scandinavian ready-to-wear brand Heliot Emil are among the few designers openly harnessing AI’s power. For spring/summer 2024, both fed images of previous collections into an AI tool to produce designs that could be refined with text prompts, not unlike how Mishra operatesAgra Stock. But as Heliot Emil’s co-creative director Julius Juul explained to Vogue Runway, it still required human intervention to edit and rework the suggestions into viable clothing.
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