What's agentic AI and what should brands know about it? | Vogue ...
Agentic AI is the latest trend in technology that is revolutionizing the fashion industry. From discussions at events like Cannes Lions to developments by industry giants like LVMH in partnership with Google, agentic AI is making waves. Unlike traditional conversational AI, agentic AI goes a step further by autonomously completing tasks on behalf of humans, making decisions, setting goals, and handling complex projects independently.
The Impact of Agentic AI on Fashion Brands
For fashion brands, agentic AI opens up a world of possibilities. One example is the use of prompt-and-response agents that serve as advanced customer chatbots, enhancing customer interactions and streamlining processes. Brands like Daydream are already leveraging AI agents to understand customer queries and offer personalized recommendations, and even make purchases on behalf of customers.
Anjali Burkins, senior director of North America retail strategy at O9 Solutions, highlights the value of agentic AI in retail for creating efficiencies and faster decision-making, ultimately enabling brands to be more strategic in their operations.
The Future of Agentic AI in Fashion
While the potential of agentic AI is promising, experts suggest that fully autonomous agents are still in development and may not be widely deployed until 2025. However, the distinction between 'invisible' and 'visible' intelligence in AI showcases the diverse applications of this technology in the fashion industry.
Invisible intelligence focuses on behind-the-scenes tasks, such as using AI agents to provide detailed information to sales advisors or enhance customer service without direct interaction. On the other hand, visible intelligence involves direct customer interactions, such as personalized styling recommendations and virtual wardrobe management.
Exploring AI-Powered Solutions
Startups like Alta are at the forefront of AI-powered personal styling agents, offering users a unique way to engage with brands and receive tailored recommendations. These innovations aim to bridge the gap between consumers and brands, creating a more seamless shopping experience.
Furthermore, brands are investing in developing AI chatbots, like Saks Fifth Avenue's Agentforce, to handle customer inquiries and enhance the overall shopping experience. By personalizing these systems to align with brand identities, companies are forging stronger connections with customers through AI-enabled interactions.
AI Agents in Marketing and Creative Processes
In marketing, AI agents are revolutionizing how brands approach creative briefings, trend forecasting, and content ideation. Companies like The Estée Lauder Companies are leveraging AI to analyze data and gain valuable insights for their marketing strategies, showcasing the versatility of AI in the industry.
While AI continues to shape various aspects of the fashion industry, the human touch remains essential, especially in editorial content creation. Brands recognize the power of authenticity and aesthetics in storytelling, ensuring that human creativity remains at the core of their brand identity.
As AI technologies advance, fashion brands have the opportunity to enhance their operations, offer personalized experiences, and stay ahead of industry trends through agentic AI solutions.
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