"Gucci previously commissioned digital artists to produce visuals, including AI-generated images, auctioned as non-fungible tokens by Christie's. In December, it released an AI-generated video of a model strutting down the runway while photographers behind her fall over themselves - literally - to capture her."
"A flurry of other designer and high-street brands, including retailer H&M, have also explored the use of generative AI tools for social content and advertising, often citing this as a creative exercise."
"I think particularly luxury fashion brands need to pay attention [to whether] the latest technology can create positive image for their brands. Some previous innovations had generated a lot of free positive publicity - but the risk with AI was that it risked a lot negative publicity instead."
Gucci creative director Demna Gvasalia is preparing to present his vision on the Milan runway while the brand continues exploring AI technology in marketing. Gucci has previously commissioned AI-generated images auctioned as NFTs through Christie's and released an AI-generated runway video featuring a model with photographers falling over themselves to capture her. Other major brands including H&M have similarly adopted generative AI tools for social content and advertising. However, experts caution that while previous innovations generated positive publicity, AI marketing carries significant risks. Dr Priscilla Chan from Manchester Metropolitan University's Fashion Institute emphasizes that luxury fashion brands must carefully consider whether AI technology can genuinely create positive brand images, as the technology risks generating negative publicity instead.
#artificial-intelligence-in-fashion #luxury-brand-marketing #generative-ai-technology #fashion-industry-innovation #brand-risk-management
Read at BBC News
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