How generative AI is redefining fashion

Brands need to introduce technologies to personalize the shopping and buying experience virtually.

There’s been a seismic shift in the way we shop for fashion. We were once dependent on going in-store to physically browse, touch, and try on endless garments to ensure fit and style. However, e-commerce has introduced a virtual shopping experience eliminating these tactile touchpoints—often the difference between making the purchase or putting it back on the rack.