Publication: Creative Revolution or Risky Business? The Impact of Generative AI on the Fashion Industry's Future
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Type
Thesis
Degree
BA
Date
2025
Authors
Journal Title
Journal ISSN
Volume Title
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Published Version
Abstract
This 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.