Fashion communication and Artificial Intelligence:the case of Neural Fashion AI

Abstract

Artificial intelligence is presented to society as a revolutionary tool capable of generating a change asunique as the democratization of Internet access at the beginning of the 21st Century. The different applications of AI are facilitating the development of marketing and communication strategies adapted to the needs of the public and the establishment of strong relationships with them. One of the most dynamic consumer markets is fashion communication, which is why we decided to delimit the applications of AI to brands in this sector. First goal was to identify the main resources and applications of AI that are being used to communicatewith the different stakeholders of fashion companies, particularly with the final consumer. Second objective was to recognize benefits and positive aspects along with the brakes and barriers that the application of this technology represents for the communication strategies of fashion brands. Thirdly, a case studyis offered to help academics and professionals understand how the fashion sector is receiving the helpof generative AI in the creation of campaigns. Through a combination of qualitative methods including3 Delphi interviews, a hemerographic research of professional publications and the Neural Fashion AI case study, the capacity of AI to point out a differentiating factor in the market that has to do withsustainability, product customization and optimization of company resources has been demonstrated. The main results highlight the contribution that AI makes to the efficiency of processes and to the achievement of brand objectives (customer satisfaction, loyalty, strengthening of positioning and brand image), expansion into new marketsand audiences, or the creation of innovative, impactful and attractive content.