Behind the dopamine-infused assortment of digital-clothing algorithms on Shein and beyond, the latest sampling of generative artificial intelligence has taken reign. Notifying Shein where to increase supply and demand, and analyzing customer preferences, AI has become a tool for businesses to use. Now, at the crossroads behind fashion, the environment and new technology, the targeted use of AI sparks controversy for industry experts.
As AI remains a fledgling force under legal systems and entrepreneurship, the use of its impact on the fashion industry remains unknown. While some propose that AI could be used as an altruistic, positive tool with a strong moral imperative, others face concerns about the use of generative use of algorithms, tackling and fueling the beast that is already the fast-fashion industry.
What is Fast Fashion?
“Fast-fashion” refers to the industry of quickly produced and discarded cheap clothing, made predominantly from polyester plastics and unsustainable fossil fuels. Brands like Shein, H&M, Zara and—now bankrupt again—Forever 21, are some of the world's largest polluters, which contribute to around 92 million tons per year in textile waste alone and act as a major contributor to carbon emissions. Environmental aspects aside, the constant violation of garment workers' rights through unlivable wages and working conditions remains a major issue in our global supply chain.
Concerns/Issues with AI and Fashion
The first major caveat is copyright in the artistic sphere. Shein, perhaps the face of the fast fashion industry in the 21st century, has already been known to steal artists' works. Now, with the rise of intellectual property debates over the usage of AI, the waters become even greyer than prior. AI has been well-established as a threat to creativity across disciplines, due to the easily accessible artistic possibilities. Fashion is a niche world of copyright due to the subjectivity of what belongs to what designer, and AI analyzing and using these deigns raises major red flags, challenging what copyright is in the creative fashion world.
The second major concern is the use of analyzing customers' data through consumers' interactions with clothing and creating a powerful algorithm that strengthens the sales of these producers. Through these corporate giants using personalized AI algorithms and garnering “recommended styles,” this may be the start to a new era of original, strong marketing tactics. Inherently, this is not a negative thing, but the use may have environmental consequences difficult to control.
As shown, the fast fashion industry’s tumultuous impact on the environment has been well-documented. At this turning point in history, AI could increase the negative effects at light speed or, on the flip side, carve paths for greater environmentally conscious ways of producing.
Possible Upsides
AI can be championed as a tool to identify the structure of an organization's carbon footprint in order to reduce it. The technology has the potential to not only increase business sustainability and stability, but also environmental protection as well, by bridging what is most effective to businesses.
Since AI’s inception into fast fashion companies, however, it has only been used as a catalyst, increasing sales, and likewise, leaving more implications for the environment.
In conclusion, legal clarity, prevention and awareness of these technological advancements must be at the forefront of fast-fashion. The possibilities are a two-sided coin, with one leaning towards exasperating an already out-of-control industry, or the other using the technology to create positive, humanitarian policies. Regardless, the impact on both the planet through textile waste and carbon emissions—and the garment workers behind these clothes—must be taken into heavy consideration as a new wave of legal considerations culminates.