In a groundbreaking move, Seematti, a century-old textile retail chain, has introduced India’s first ever AI-powered fashion brand ambassador, Isha Ravi. The AI model depicts a young woman with a passion for colour and travel, representing the brand in the Indian fashion landscape.
Seematti CEO and Lead Designer, Beena Kannan, emphasised the significance of this technological leap in the fashion industry. “This fusion of technology and fashion marks a new era,” she said. “We’re proud to be pioneers in India, showcasing the potential of AI in the fashion world.”
As India’s first fashion brand to embrace an AI ambassador, Seematti aims to revolutionise the shopping experience. The company plans to leverage AI technology to offer personalised recommendations and innovative features.
AI in Fashion
The fashion industry witnessed significant developments in the AI space using GenAI particularly over the last six months of 2023. McKinsey analysts estimate that generative AI could add a significant amount to the profits of the fashion industry, with potential gains ranging from $150 billion to $275 billion by 2030.
E-commerce platforms such as Myntra use AI features like My fashion GPT for shopping seemingly making it a more interactive and user friendly experience. The platform had earlier introduced Maya, an AI influencer but the feature is no more available for its users.
Google has also introduced a new virtual fitting room experience that leverages generative AI to display clothing on a variety of real models, helping customers visualise how garments will fit and look on different body types and skin tones.
Others are also following suit. International Fashion Brands and designers use AI to create new designs and experiment with different styles, Rebeca Minkoff has used AI to generate new patterns for their handbags. While The Fabricant creates digital fashion items that can be worn virtually or physically. They have used AI to generate new designs and even create a digital fashion show.
