Artificial Intelligence is all set to take the fashion industry by storm.
The alliance between fashion and Artificial Intelligence is very well-known. Right from designing personal wardrobes, to dictating inventory for renowned retailers depending on the pricing algorithms and current fashion trends, AI has slowly but surely occupied the capricious world of fashion. Indian fashion has made its initial contact with AI- Falguni and Shane Peacock, the designer duo based in Mumbai came together with IBM and made apt use of data presented by Watson and came up with three AI-based designs that were showcased to a crowd that was quite fashion savvy.
Right from defining the color swatch to cranking out structured silhouettes, the ideas came from a cognitive device led to azure, teal, advanced silhouettes on the ramp. A popular magazine had a chat with the designer duo to get some insight about what were the factors leading to this alliance and how it will take the brand name forward.
The designer duo told that their recent collaboration with IBM was a perfect stage to exhibit the glimpses of eclecticism often associated with Falguni and Shane. They further added, “We opted to become a part of a revolutionary technology that has the potential to transform the very landscape of the fashion industry. We have a great team and regular inputs from Watson while crafting the whole collection made it quite an enriching experience for us.”
Has Watson proven its worth in fashion?
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Many people might be enthralled to know that the prowess of Watson has already been exprimented in cancer research. New York’s Memorial Sloan Kettering Cancer Center has already been using Watson for quite some time now to improve cancer care and there was also a failed alliance with MD Anderson Centre based out of Texas, as it abandoned the entire project. ‘Watson for cancer’ has emerged to be quite a popular marketing punchline in the healthcare sphere for quite a long time now. However, many experts from industry are still skeptical and consider it as a tool that will mature with the passage of time.
Undoubtedly, Watson has managed to prove its worth in composing music, editing the trailer of a thriller film, running a reward program for Chevrolet, providing excellent customer service via a support bot at Macy’s and there are various Watson Ads enabling customers to communicate via voice and text.
However, the bigger question is that has Watson managed to prove its worth in the world of fashion? It looks like tech giant IBM is investing big on the AI-based fashion and is looking to make data fashionable. The very fact that IBM is investing truckloads of money makes it crystal clear that it is now being used by very huge fashion houses to leverage social data in order to communicate with customers, predict customer orders and increase sales with highly targeted campaigns of marketing.
Watson playing Hue’dunnit on Indian turf
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Falguni and Shane Peacock came up with a first by collaborating with Watson and mixing creations with cognition. In the words of Shane Peacock, “Fashion is generally considered to be a right-brain activity. So, it was quite fascinating to approach it from a left-brain perspective of data and logic. The data exhibited by IBM Watson enabled us have a closer look at the insights and take it as starting point for our thoughts and made us explore in newer directions. Hence, we had to dig deep, as it is indeed the future of fashion”
The collection, fittingly titled as Future of Bollywood Fashion came through after evaluating about 600,000 fashion runway images that were publicly available in the last decade and comprised of images from the Top Four fashion weeks across the globe. Staying close to the Bollywood theme, it also drew an analysis of cognitive tool even further. To understand the fashion trends in Bollywood, IBM Watson evaluated about 5000 images of Bollywood celebrities found on various social media channels, apart from 300 fashionable images including various Bollywood movie posters from the last 40 years. .
Future of AI in Indian fashion
This is only the first time where AI has been added to Indian fashion. The designer duo is quite optimistic and strongly believes that it has all the potential to be a game-changer, especially when it comes to envisaging silhouettes and prints. But, the question comes up if it will also be able to set the price lines for prêt-à-porter and haute couture lines. They said that they did not follow that approach, but it very well might. They required data to deliver the prints in line with the fashion trends and it gave them tremendous inputs for the same.
India indeed looks like quite a significant market for IBM Watson and is already being used in various hospitals in Manipal and helping the doctors to provide personalized cancer care for their patients. India has a booming startup ecosystem and also has the second-largest developer market. IBM India has joined hands with a number of early stage startups to make them grow and scale up their operations. Through Watson, IBM India is leaving no stone unturned to give a push to clients and making them get used the platform.