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Is Generative AI the New Fashion-Tech Bubble?

The extraordinary expectations placed on the technology have set it up for the inevitable comedown. But that’s when the real work of seeing whether it can be truly transformative begins.
An AI-generated scene depicts a woman walking down a rain-slicked street bright with the reflected neon lights from buildings around.
A scene from an AI-generated video. (CFOTO/Future Publishing via Getty Images)
By
BoF PROFESSIONAL

It’s been just over a year since Kering introduced Madeline, a ChatGPT-powered shopping assistant that consumers could use to search for items and get product recommendations on KNXT, an e-commerce site the luxury conglomerate has quietly used as a testing ground for digital innovations.

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Further Reading

Case Study | The Complete Playbook for Generative AI in Fashion

From ChatGPT to Midjourney to Runway, the emerging technology is already showing why it could be one of the most consequential in decades for the fashion industry. Early adopters and experts unpack the opportunities and challenges of putting gen AI to use to design products, create campaigns and other content, and better connect with customers.

Putting AI Shopping Assistants to the Test

A new wave of ChatGPT assistants from companies like Shopify and Kering could transform how we shop online. It’s unclear how well they actually work, so BoF took them for a spin.

About the author
Marc Bain
Marc Bain

Marc Bain is Technology Correspondent at The Business of Fashion. He is based in New York and drives BoF’s coverage of technology and innovation, from start-ups to Big Tech.

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