From being futuristic to becoming tangible: AI fuelling fashion

From designing collections to creating campaigns, from analysing user preferences and purchase history to optimising resource usage and reducing waste, the use of artificial intelligence (AI) in fashion is multidirectional.

Small wonder, that the market size for AI in fashion is expected to grow from $1.28 billion this year to $4.95 billion in 2028, as estimated by The Business Research Company. Personalised recommendations, virtual try-on, voice-based shopping, supply chain optimisation, dynamic pricing strategies are key areas anticipated to accelerate the usage of AI in fashion.

Global fashion brands using AI: A quick look

Across the world, fashion brands are using the power of AI to elevate brand positioning through innovation and creativity, optimise processes and functions and operate responsibly. A quick look at some examples.

American denim major Levi’s has been using AI-driven chatbot ‘Virtual Stylist’ for many years now, which combines algorithm and real-life learning to offer users size recommendations, styling tips and more.

Spanish brand Desigual offers a line of personalised and limited-time ‘on-demand’ collections developed by its creative team who leverage the power of AI-based tools. This not only ensures a hyper-personalised experience but also reduces wastage by optimising use of raw materials.  

Japanese brand Uniqlo Brands like Uniqlo leverages AI in its stores to manage inventory, optimise shelf arrangements, while analysing customer behaviour to make recommendations.

This UAE brand has been silently leveraging the power of AI

Turning to the home turf, UAE-based online fashion platform Coveti launched an AI-powered personalisation feed in 2022, enabling users to shop personalised items based on style, fit and brand. In fact, since its launch in 2017, bringing sustainable products and independent brands to the market and tech transformation through AI and automation have been some key focus areas for Coveti.

Coveti’s tech-based milestones at a glance

• Enhanced AI-driven personal styling feature, which now integrates advanced machine learning algorithms to better understand customer preferences and predict fashion trends to further personalise the shopping experience.
• Implemented blockchain technology to ensure product authenticity and supply chain transparency, which has strengthened consumer trust and satisfaction.
• Adopted augmented reality (AR) on its platform that allows customers to visualise products in a highly immersive way, thereby increasing conversion rates and reducing returns.

Asked if Coveti is planning further investments into AI, CTO Tamer Badr said, “In 2025, we are planning to invest in an advanced AI-driven logistics system that will optimise our supply chain by predicting the most efficient routing based on real-time data, thereby reducing delivery times and costs. It will also incorporate sustainability by optimising package consolidation and reducing carbon emissions. This investment will not only enhance operational efficiency but also improve our commitment to environmental stewardship.”

In summation, it’s worth noting that despite being tech-first in its approach, Coveti has had to navigate certain barriers to tech adoption, a significant one being the integration of new technologies with existing systems. “Balancing innovation with the stability of our platform is challenging, as each new tech implementation requires extensive testing and adaptation to ensure it complements our operational flow and enhances customer experience without causing disruptions. Overcoming this requires a strategic approach to technology integration, emphasising modular architecture and continuous training for our technical teams,” Badr explained.