La inteligencia artificial ante los retos de la industria de la modaBeneficios y aplicaciones en la fase de comercialización y marketing

  1. Badenes Plá, Vicente 1
  2. Molares Cardoso, Julinda 1
  1. 1 Universidade de Vigo
    info

    Universidade de Vigo

    Vigo, España

    ROR https://ror.org/05rdf8595

Journal:
Razón y palabra

ISSN: 1605-4806

Year of publication: 2023

Issue Title: Nuevas tecnologías: implicaciones para la empresa y consumidor lifestyle

Volume: 27

Issue: 118

Pages: 20-32

Type: Article

DOI: 10.26807/RP.V27I118.2073 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Razón y palabra

Abstract

Artificial intelligence is reshaping many aspects of the fashion industry, in all its stages and processes, updating the way in which the product is conceptualized, created, promoted and distributed. In a social moment where the demand for sustainability at all stages of the supply chain and a new phase of marketing 5.0 where data predominates, AI has enormous potential in the fashion industry, improving the efficiency of its processes, optimizing the customer experience and, ultimately, providing a differential competitive advantage to brands that know how to effectively harness its innovative potential. Through an analysis of the most recent reports on the fashion industry published by leading global business consulting firms, this article first discusses the benefits of AI in the face of the major challenges facing the industry. It then reviews some of the most prominent AI applications in the supply chain phase of merchandising and marketing, highlighting the specific benefit they bring and outlining the AI tool and technology that supports it.

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Data source: Dialnet