For better or worse, AI is everywhere. The technology that gets smarter as we use it is becoming increasingly prevalent in Fashion. 

           So many tools for commerce have emerged that utilize AI. ChatGPT, Google, Amazon, Meta, and X have introduced features like Grok and Rufus, as well as other less-embodied software that use algorithms to promote specific products. All this AI software has been poorly received and abused. Just recently, Grok was used on X to remove people’s clothing; the program is constantly subjected to bullying. 

           AI certainly makes shopping quicker. Able to suggest an item or suitable alternatives with greater ease because it is actively learning about the user. AI can also work as a customer service agent, acting as a slightly more personable automated caller that will “listen” to you, rather than cycle through limited responses and solutions. 

AI can use every piece of information about a brand to suggest the best possible product for consumers. Based on the number of mentions, and more importantly, citations, which means a clickable link on Google’s AI Overview or Chat GPT for shoppers to interact with. 

Screenshot of Google after searching “Best Leather Bag Brands.” 

Take note that the overview mentions several brands and discusses their quality, but the only brand with a clickable link is Louis Vuitton. Coach also has a good showing in this overview with specific product mentions, which makes it more likely that consumers will go looking for a Soft Empire Carryall Bag or Brooklyn Shoulder Bag. 

The Soft Empire Carryall 40 by Coach 

Brooklyn Shoulder Bag 39 in Loved Leather 

           AI can optimize most aspects of the sales experience. Everything can be faster and personalized at scale. All of this is financially amazing, despite a major loss in the customer service market. AI has so much potential, without overriding real people. 

           In the design sector, AI creates compelling problems and solutions. More efficient fittings, design processes, and concept creation. All with the drawback of potential homogenization across collections or even brands. 

AI could also be used in construction. Optimizing the way we cut fabric, patternmaking, and drafting. Time is money; AI is one way to save a ton of time. There are so many financial pros and ways to optimize processes using AI, but not without a cost; losing the celebration of human work that fashion creates space for.  

     The financial pros of AI might not outweigh the woes. Fashion is a celebration of human capability; removing humanity from it might be seen by some as a disservice to the art form. Take for example, when Guess used an AI Model named Seraphinne Vallora in July 2025. There was immense blowback on various social platforms. 

Valentina Gonzalez and Andreea Petrescu // Vogue

WEBBYMCGEE on X neé Twitter 

This particular use of AI led to a loss of consumer interest for Vogue and Guess. Another user discussed how they feel AI is meant to be used. 

DailyNoahNews on X neé Twitter 

The current adopters of AI (as previously mentioned) seem to care less. AI certainly will dominate the future. It seems everyone currently adopting the technology wants to win the race. It is valuable to consider the potential of AI, already proving just how useful it can be. Optimizing the fashion system is an exciting prospect, but we must tread carefully. It seems that the most logical and least controversial  use of AI is one that relies on the streamlining of information rather than generating clothing and people.