Generative AI has enjoyed a huge hype cycle in fashion and marketing, as most people can quickly create professional-looking, artistic images and videos with simple prompts, often sparking engagement and delight. It can spark a playful call-and-response process. . You can also create amazing content that you wouldn't normally have access to. For brands, this makes generative AI practical, allowing products to be personalized at scale and relatively quick to implement. By putting the reins in the hands of consumers, brands can also experiment with less scrutiny while gathering data on what sticks.
“When it comes to emerging technologies, we often talk a lot about what's going to happen five or 10 years from now and ignore the real-world applications,” says Becky Owen, CMO at Billion Dollar Boy. He is the director of the agency's innovation arm, Muse, and a leader in AI experimentation. Versace and Loewe invited creators to create social media content showcasing their products.
It's also a way to tap into the zeitgeist of AI curiosity while reinforcing a brand's popular styles or marketing new products. “Our idea was that we wanted people to experience this,” Senderoff said. “Many people don't know what AI is. They have a theory: 'Will AI hurt my creativity?' Will it help my creativity? How can I access it? — but few have the accessibility to try it. We strongly believe in the collaboration theory of AI, rather than the exclusion theory that many people hold. ”
DIY design drives engagement and personalization
Reebok's experience allows each user to generate four free digital shoes before making a purchase, and once they buy one, they can start the process again. Senderoff said the tool can be accessed via his Instagram Direct message, which is usually a specially designed AI chatbot, and is expected to enable a natural and accessible process. states. People who pay to download digital files also receive them as NFTs in their cryptocurrency wallets, but this element is mainly due to the anticipated interoperability of allowing people to own or wear the same thing. She says it was purposely hidden inside to prepare for the future. Digital fashion items in multiple virtual spaces.
Reebok is hosting a contest to physically produce at least 30 physical shoes inspired by its top digital designs, but the challenge for the future will be how to scale physical production. I will consider whether to do so.
