Fashion is often seen as a purely human endeavor, but artificial intelligence (AI) is making its mark in this creative field. At Virginia Commonwealth University’s School of the Arts, two professors, Hawa Stwodah and Jennie Cook, are exploring how AI is changing fashion design and merchandising.
Hawa, an assistant professor of fashion design, explains that AI has already been transforming the industry. It’s used to speed up research, enhance creativity, and increase efficiency in production. In education, she aims to arm students with the tools they need to harness AI effectively.
Jennie, an assistant professor of fashion merchandising, notes that AI hasn’t burst onto the scene overnight. Initially, it was used for behind-the-scenes tasks like demand forecasting and product recommendations. Now, it’s the backbone of customer experience and marketing, personalizing what consumers see and buy.
The latest phase includes generative AI, which creates content ranging from images to copy. This marks a significant shift in how originality and skill are perceived in design. Today, the focus is shifting to the impact of AI on human roles in the industry.
Both professors highlight important risks with AI. Hawa points out ethical questions surrounding originality. If designers rely too much on AI, their unique voice may diminish. However, embracing AI could also lead to rethinking waste and production methods in fashion, pushing for more sustainable practices.
Jennie stresses the importance of innovation in fashion. She shares that good ideas usually blend creativity with thorough testing. AI can help generate many possibilities, but the real challenge lies in discerning which ones are truly valuable. As replicated designs become easier to produce, having a distinct brand and a deep understanding of customer needs will be even more crucial. AI shouldn’t be treated as a shortcut; instead, it should be seen as a catalyst for deeper exploration and innovation.
When it comes to their students, both have noticed interesting trends. Hawa finds that students are initially wary of generative AI, concerned about issues like authorship and environmental impact. However, after discussions, many start to see how they can use AI responsibly in their creative processes.
Jennie’s observations highlight a contradiction among students. While many express disdain for AI, they also use it frequently. They value the human story behind fashion but are drawn to the tools that AI offers. Additionally, many students have a keen sense of environmental sustainability and worry about the ecological effects of AI, particularly related to energy consumption.
In summary, as AI continues to evolve, educators like Hawa and Jennie aim to find a balance. They want their students to appreciate technology’s advantages while remaining committed to creativity and sustainability in fashion.
