1、March 2023QuantumBlack,AI by McKinsey,Retail,and Digital PracticesGenerative AI:Unlocking the future of fashionWhile still nascent,generative AI has the potential to help fashion businesses become more productive,get to market faster,and serve customers better.The time to explore the technology is n

2、ow.by Holger Harreis,Theodora Koullias,Roger Roberts,and Kimberly TeAs this seasons fashion weeks wrap up in London,Milan,New York,and Paris,brands are working to produce and sell the designs theyve just showcased on runwaysand theyre starting next seasons collections.In the future,its entirely poss

3、ible that those designs will blend the prowess of a creative director with the power of generative artificial intelligence(AI),helping to bring clothes and accessories to market faster,selling them more efficiently,and improving the customer experience.By now,youve likely heard of OpenAIs ChatGPT,th

4、e AI chatbot that became an overnight sensation and sparked a digital race to build and release competitors.ChatGPT is only one consumer-friendly example of generative AI,a technology comprising algorithms that can be used to create new content,including audio,code,images,text,simulations,and videos

5、.Rather than simply identifying and classifying information,generative AI creates new information by leveraging foundation models,which are deep learning models that can handle multiple complex tasks at the same time.Examples include GPT-3.5 and DALL-E.(For more on generative AI and machine learning

6、,see“What is generative AI?”1 and“Generative AI is here:How tools like ChatGPT could change your business.”2)While the fashion industry has experimented with basic AI and other frontier technologiesthe metaverse,nonfungible tokens(NFTs),digital IDs,and augmented or virtual reality come to mindit has