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Gucci, H&M, Zalando and more; AI is revolutionising the fashion, beauty and jewelery industries.
Technology in Fashion
13 February, 2025
Table of contents
Artificial intelligence (AI) is making more difference than ever in the industries with top brands using AI-driven approaches to enhance customer experience, improve sustainability and streamline operations. The technology is not limited to brands. As AI continues to reshape the industries, businesses, editorial and E-Commerce tech companies are also adopting the intelligence to drive solutions for the problems and enhance consumer satisfaction, creativity and efficiency. Amazon uses AI-based recommendations for personalised shopping. JD.Com, a largest e-commerce giant in China, leverages AI to optimise supply chain along with demanding forecast of trends and smart warehousing. Meanwhile, WGSN, a pioneer trend forecasting firm, utlises AI-driven analytics to predict trends. In the article, let us explore the AI case studies, showcasing the real-world applications from famous brands, retailers and companies.
Amazon introduced AI Shopping Guides,
the generative AI-based buying guides created to streamline the path to research a product for customers. These guides merge detailed product information and Amazon's extensive selection to assist customers in making informed decisions on purchasing.
Balenciaga incorporated AI-generated imagery on LED screens at the Paris Fashion Week to draw significant online attention and reinforce its reputation as an innovator in fashion technology.
Brunello Cucinelli introduced a new AI-based website featuring backdrops with interactive features and Solomei AI, an intelligent assistant for queries related to brands. The platform got the attention of more than 10.000 daily visitors in its first week.
Cartier leveraged AI-driven tools to analyse the quality of gemstone and optimise designs of jewelery. Through machine learning algorithms, the brand was able to assess stone clarity, symmetry, and overall aesthetics to enhance craftsmanship, reduce material waste by AI-optimised cutting techniques, and increase precision in jewelery design.
At its presentation during the Paris Fashion Week, Cult Gaia employed LED screens to display AI-generated visuals, driving significant media coverage and reinforcing AI’s role in digital innovations on fashion storytelling.
Dior introduced Astra, an AI platform analysing preferences of the consumers on various channels. Officially launched at the VivaTech festival, Astra empowers Dior with data-driven decision-making to refine customer experiences.
Grace Ling collaborated with AI startup company Humane to create the Grace Ling x Humane Handaxe Bag, comprising an AI-powered pin. This innovation was prominently displayed at New York Fashion Week.
Gucci used Apple’s AI Vision Pro headset, for releasing an augmented reality film and updating its app for a digital archival experience. Customers have the option to interact with 3D products virtually. It also implemented AI-powered personalisation through its mobile app and offered AI-driven recommendations based on customer interactions. This initiative increased its conversion rates by 25% and reduced returns due to improved product recommendations.
In 2024, L'Oréal Paris launched the Beauty Genius
, an AI-powered tool that is accessible 24/7 on mobile smartphones. This virtual assistant provides personalised diagnostics by analysing inputs such as selfies to get to know about the skin based on more than 10 parameters. It offers tailored product recommendations including a catalog of over 750 skincare, makeup, and hair colour products, as well as virtual try-on features.
Lanvin utilised generative AI to make animated versions of sportswear sketches from the archives for a sports campaign. The strategy blended heritage with modern AI creativity to enter the luxury conversation again.
JD.com launched AI tools to reduce the operational costs by 50%. The tools include a virtual assistant to generate an avatar for shopping through livestream, and an AI-driven virtual host, setting a precedent in AI-driven e-commerce efficiency.
Ray-Ban partnered with Meta to launch smart glasses integrated with AI, offering recommendations on outfit and personal styling feedback
Rolex uses AI-driven prediction in maintenance to enhance production efficiency. Sensors and machine learning algorithms will monitor the health of equipment, reducing 30% of machine downtime, ensuring precision in manufacturing and having lower maintenance costs by early fault detection.
Tiffany & Co. implemented AI-driven recommendation engines on its website and in-store displays to analyse browsing behaviours and purchase histories of customers to suggest personalised jewelery selections. Additionally, during the 2024 US Open, Tiffany & Co. joined forces with Snap to display an innovative use of AI and Augmented Reality (AR) where attendees interacted with digital, diamond-encrusted tennis racquets and trophies through an AR mirror.
WGSN launched an AI-powered data hub using TrendCurve AI to forecast fashion trends. This technology streamlines trend analysis for the buyers in fashion. It gives the brands a level-high edge in market predictions.
Cover Image: Tiffany & Co.'s AI/AR mirror at the US Open with digital, diamond-encrusted tennis racquets and trophies, courtesy Vogue Business.