During a seminar at the Istanbul Fashion Connection (IFCO) show in Istanbul, Türkiye, Dr Seda Domaniҫ, co-founder of Refabric, and Lalin Akalan, founder of Xtopis explained AI’s sophisticated algorithms are empowering fashion brands like never before.

Domaniҫ highlighted the “AI algorithm allows us to create different styles and designs.” She added that AI catalyses innovation, enabling designers and brands to push boundaries, unlock new possibilities, and deliver unparalleled experiences to consumers worldwide.

Akalan pointed out the algorithms allow fashion professionals to forecast shifts in trends, predict successful styles, and gauge fashion sentiments.

This capability means brands can stay ahead of the curve, predict what customers will want to buy, and adapt their offerings accordingly.

Domaniҫ was also keen to emphasise the significance of AI for forecasting trends when combined with human expertise and development. By leveraging AI algorithms, the Refabric co-founder believes designers and brands can explore a myriad of design possibilities and unleash creativity while staying attuned to market dynamics.

Citing statistics from the McKinsey State of Fashion report, the speakers pointed out AI is tapping into multiple areas of the fashion industry. While 37% of AI usage remains experimental, 34% is dedicated to marketing, 13% to supply chains and logistics, and 25% to digital shopping and customer experience.

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How Amazon has integrated AI into fashion e-commerce

The integration of AI in e-commerce is said to have revolutionised the way fashion products are marketed, sold, and delivered to consumers.

The speakers highlighted that companies such as online giant Amazon have pioneered the use of automation for product recommendations, personalised marketing, and streamlined logistics, which has enhancing the overall shopping experience for customers.

Amazon introduced its original Just Walk Out technology in 2018. It used a combination of cameras, shelf sensors, sensor fusion, and artificial intelligence (AI), including computer vision and generative AI, to allow retailers to purchase a range of products without the need for a traditional checkout.

In September (2023) the e-commerce giant added radio-frequency identification (RFID) technology tags to its in-store clothing offering to create a seamless checkout-free shopping experience and tackle the unique challenge it faced with Just Walk Out where, unlike other products, customers want to make selections based on seeing and feeling the clothes.

Amazon previously explained the integration of RFID technology into its Just Walk Out computer vision-based system would allow retailers to provide a broader range of clothing and softlines merchandise. Plus, Amazon highlighted that RFID-enabled stores are cost-effective and straightforward to implement.

The company experimented with AI in 2019 with the introduction of an AI-powered feature that helped consumers find clothing on its website based on a photograph or screenshot.

The tool used computer vision and deep learning to identify apparel items in a photo, regardless of setting, the company said.