In the world of constantly evolving Metaverse and Web3 technologies, Artificial Intelligence (AI) is one of the most discussed and at the same time most enigmatic forms right now. Their rapid development has sparked debates about what can be considered art or design.
What exactly is AI?
AI is a combination of computer science and data as well as machine learning. Algorithms create a system of predictions and analyzes based on the entered data. Programs using this technology mimic the human mind and can learn and improve processes over time.
In the art and design industry, AI can constantly generate new content. However, the actual process of creating AI images is also fraught with failure. When using an AI platform, users are asked to set a task, which can be general or specific. As the machine learns and understands what is being asked of it, the images produced will get closer and closer to the desired result. The slightest adjustment to the prompt can alter the images, and the more explored, the more detailed the finished product will be.
Now music, art, fashion design and other creative fields are also being tapped by AI technologies. Experts in this field are also currently researching whether AI can be creative without human intervention.
The topic of AI gained momentum, especially late last year when technologies like ChatGPT, Lensa AI and Midjourney became known and sparked a debate about the use of AI in the creative industries. While some argue that the technology could be perceived as a form of copying and raise ethical issues for others, such as encouraging mass production, others see it as a new form of creative expression that offers designers and artists new tools to develop their creations.
A similar discussion arose recently about NFTs after artist Mason Rothschild was sued by Hermès. The luxury brand accused him of stealing their designs to create digital assets that had made him over $1 million in sales. Ultimately, a jury ruled in favor of the French luxury brand, noting that Rothschild had indeed benefited from its name. In the eyes of experts, the ruling sets a precedent for how similar disputes between technology and fashion could be handled in the future. It shows parallels to the current AI discussion. But couldn’t the further development of the technology also bring advantages to the industry?
AI as a collaborative approach to design
For creatives, artificial intelligence has opened a door to gaining a foothold in an industry notoriously high entry barriers. There are numerous free and paid online tools that allow almost anyone to access this technology. These products are used by both the public and a new generation of artists and designers who are redefining what it means to be creative in today’s world. Field Skjellerup, the AI artist behind the @ai_clothingdaily Instagram account, does exactly what his profile’s name says – he creates AI clothing daily. His designs are so realistic that many people ask how to order the pieces in the comments below. The looks range from AI variations of Nike shoes, complete with embellishments and intricate embroidery, to full runway outfits worn by artificially created models.
For Skjellerups it is not the first foray into the world of fashion. He also runs the research platform and marketplace Luckynumber8 where he collects and sells vintage and archived clothing items. This ties into his AI work, which he draws inspiration for from past designer runway collections as well as materials he’s keen to experiment with. “Working with AI is a very collaborative approach. You have to give an input, wait for the generative image and then react accordingly,” he told FashionUnited. “Even if I have an initial idea, the result can look very different depending on how the AI reacts to it. I like the sense of mystery surrounding these tools.”
The artist sees AI as an important design tool because he believes that technology does not take away the work from artists, but expands their creative toolbox. “The ability to quickly generate large groups of images makes the early concept stages very productive and drives our own ideas to grow beyond themselves,” says Skjellerup the role of designers and consumers as one. The fashion industry is driven from the top down, but this blurring of lines could lead to exciting new opportunities.”
Where is the AI optimization weakening?
Criticism of this format is inevitable right now, as people inside and outside the industry see their opinions of what constitutes design challenged. Skjellerup is also aware of this, but his conviction remains. When asked what he thinks about the possible misunderstandings surrounding the topic, he replies “I’ve heard that the industry [KI-Designs] referred to as ‘supported creativity’ and as these tools become more user-friendly this will become the norm. I feel like people either haven’t tried AI creativity tools themselves and want to make up their own minds, or are afraid of potential job loss in the industry. I think that’s a valid concern, but let’s not forget that job losses depend on people in positions of power making decisions, not the tools themselves.”
Yoon Kyung Lee, a professor at Pusan National University in Korea, explored this hesitation regarding the place of AI in design and the practical applicability of AI in the creative design process in her study “Thinking Skills and Creativity”. For her study, Lee began creating textile designs using AI software and compared the models to the work of design students. She found that the designs of both were similar, but there was a clear uniqueness and originality in the human-made designs that often stemmed from the person’s experiences.
Lee noted that using AI on repetitive tasks could improve efficiency, while the process itself can be a good learning tool for those lacking expertise in the industry. The professor suggested that human-AI collaboration is therefore effective in some cases, especially in works that involve not only visual aspects but also multiple disciplines. “In the future, anyone will be able to be a creator or designer using AI models,” Lee said of her report. “So far, only fashion designers can create and present clothes. But in the future, it will be possible for everyone to Designing clothes and showing off their creativity.”
Personalization of the shopping experience
Lee also noted that it won’t just be clothing design where AI will play a role. Retailers are increasingly using the technology in their e-commerce and online marketing strategies to improve the shopping experience and potentially ensure more sustainable production processes. The technology is particularly popular in the further development of e-commerce. It is widely used on websites to provide more accurate product recommendations and collect data to make the search and shopping process more efficient.
More and more companies are using this technology to offer retailers solutions that improve the shopping experience. One such company is Perfect Corp., a tech company that offers AI-powered try-on services for e-commerce businesses that allow consumers to try on products from the comfort of their own homes. The feature enables quick analysis, which can then offer customers tailored product recommendations that are efficiently tailored to their needs. This increases confidence in the purchase.
“Fashion brands can offer their customers a personalized shopping experience that increases customer satisfaction while reducing product returns,” Alice Chang, CEO and Founder of Perfect Corp. told FashionUnited. “These solutions also enable a more sustainable business operations and allow brands to meet their ESG goals by reducing the unnecessary waste and emissions associated with sampling and returning products.”
Chang believes implementing such technologies is also critical to staying relevant to today’s consumer, who are increasingly relying on personalized, digital tools to make their purchasing decisions. “The development of AI has accelerated greatly in recent years, enabling brands to transform their shopping experiences while improving sales, engagement and customer retention. Consumer shopping habits are changing, across different channels and retail spaces. In the future, AI will play an increasingly important role in all industries as it enables personalized, interactive shopping for consumers.”
This article was published on FashionUnited.com. Translation and editing: Barbara Russ