Who has been warned of the dangers of scary artificial intelligence? I know I have! The horrors of data being taken and stored, students being accused of plagiarism if using it in school, or AI taking over leaving us jobless. But what you may not realize, it’s already being used in helpful ways all throughout society and can truly be an asset to those of us in the world of marketing, especially when it comes to fashion. This year (2024) was even the first AI Fashion week.
How exactly can AI help us in marketing? To start with the basics, AI programs can help with writing ad copy or captions for content posting when you’re in a creative rut and don’t know what to say. Obviously, don’t get used to using it as a crutch, but everyone gets a creative block sometimes and AI is a great tool in those situations.
Forbes tells us that AI can be used to tailor ads to target customers based on available data. As a consumer, sometimes it can feel invasive to search for a product online and suddenly an add pops up for it while scrolling through Instagram or TikTok. But it does work, and speaking from personal experience it has prompted me to complete a purchase many times.
Forbes also mentions the benefit of AI in the fashion industry in situations where you can simulate “trying before you buy.” A great example of this is RayBan, where you can try on a pair of sunglasses in real time from your phone utilizing your front camera. This saves the heartache of ordering a pair of sunglasses that’s much too small for your round face and having to send them back, yes I am again speaking from personal experience, unfortunately.
A great AI tool for you to utilize as a fashion marketer is Heuritech. Developed in France, Heuritech can be used by brands, retailers, and manufacturers to predict and forecast trends. Their market insights platform can help companies determine what to sell, how much to sell, and where they fit into the market with available data. This improves sustainability be reducing waste and enhances the overall marketing strategy.
Don’t be afraid of the powers of artificial intelligence. Instead, why not use them to your advantage. With the always rapidly growing fashion industry, AI can help keep you 2 steps ahead with your marketing strategy through trend predictions, creating personalized shopping experiences, and creating relevant content to attract buyers. Run towards AI, not from it.
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