Browsing by Subject "Business Strategy"
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Publication Restricted Creative Revolution or Risky Business? The Impact of Generative AI on the Fashion Industry's Future(2025) Tsybulska, Liudmyla; Mantel, Peter; Mirzoyan, Varsenik; International Management and Marketing (BA); Berlin International University of Applied SciencesThis research examines how generative artificial intelligence (GenAI) transforms the fashion industry by analyzing its effects on creativity and sustainability and business strategies. Fashion undergoes digital transformation while GenAI functions as both creative tool and disruptive element which creates essential questions about authorship and authenticity and long-term responsibility. The study addresses the expanding GenAI tool usage throughout the fashion value chain by analyzing both industry operational changes and cultural shifts that result from this transformation. The research combines academic literature analysis with industry data from expert interviews and brand case studies to achieve its findings. The research shows GenAI improves both speed and efficiency and creative output yet its implementation depends on organizational culture and brand identity and ethical priorities rather than technological limitations. Luxury brands together with mass-market brands encounter obstacles regarding authenticity perception and greenwashing risks and consumer doubt which limit their willingness to show GenAI openly. The research demonstrates that GenAI functions as a versatile instrument whose results depend on strategic direction and human supervision. The study demonstrates that fashion requires immediate development of new theoretical models for creativity and sustainability and business ethics to address the current human-AI collaboration framework.