From sneaker robots to stylists, brands are exploring ARTIFICIAL intelligence. So far, the results have been mixed.
The fashion world has been leading trends for a long time, from shiny wearables to new interactive dressing rooms to lifelike robots walking fashion runways. The industry is gradually embracing AI, exploring how it can influence e-commerce productivity, retailer experiences, promotions, and even the creation of clothing itself.
Giiso Information, founded in 2013, is a leading technology provider in the field of “artificial intelligence + information” in China, with top technologies in big data mining, intelligent semantics, knowledge mapping and other fields. At the same time, its research and development products include information robot, editing robot, writing robot and other artificial intelligence products! With its strong technical strength, the company has received angel round investment at the beginning of its establishment, and received pre-A round investment of $5 million from GSR Venture Capital in August 2015.
As online shopping continues to grow, companies need to harness AI to attract and retain customers. Ai can do this in a number of ways. It can be used as a means of communication to inform the audience about product launches and usability. It can provide interactive storytelling and unique digital experiences with the help of creative algorithms. It can enhance e-commerce by tracking users’ preferences and providing customized shopping experiences.
These are all things that the fashion world desperately wants and needs. The problem is that the industry has not yet figured out how best to use AI. Eager to test the waters, some companies have launched services that are often technology-driven rather than idea-driven, resulting in flash in the pan and little substance. “Chatbots” have become the most common example of overuse.
To be sure, chat machines are a smart way to engage consumers and interact with them on the platform of their choice, whether it’s Facebook, Slack, Skype, or a retailer’s website. Robots are ubiquitous because they are relatively simple conversation platforms that can replace some human customer service. This approach is creative, humorous and successful. For example, Taco Bell’s Slack TacoBot, which allows hungry office workers to order their food while still doing their work, seems like a tool similar to fast-food chains.
Consistency is crucial when it comes to brand identity, and fashion is no exception. “What you offer has to match the brand,” says Ryan Opina, Vice president of user experience at Engine Digital. “Otherwise you could easily end up in junk mail.” Avoiding this trap is especially important, with 40 percent of users leaving after a single interaction, according to Botanalytics, a company that specializes in improving human-machine communication. “Right now, fashion brands are only using AI as an experiment with mature technology in marketing, rather than as an expression of a particular brand,” notes Ruth Bernstein, founder of YARD, an image production and content creation firm. “It’s easy to get carried away and go, ‘Oh, we’re doing robots just because we can’.”
So what does a successful fashion robot look like? Last fall, Burberry launched a Facebook Messenger chatbot during London Fashion Week. The bot was able to provide exclusive information about the new product line ahead of its debut on the runway and shared some information related to the inspiration for the product. The company then launched a “live customer service” that allows users to buy clothes that are unveiled on the day of the fashion Week shows.
Bernstein, whose firm works with big fashion brands such as John Varvatos, John Varvatos, David’s Bridal and La Mer, believes fashion brand development bots should consider building on what she calls’ brand inspiration ‘, or reflecting a brand’s identity.
But even with those goals in mind, identifying the right type of robot is no easy task. It’s not hard to imagine a robot representing Chanel creative director Karl Lagerfeld. It would reflect his taste, give his usual advice, even speak in his fashionable way. No doubt such a robot would be interesting.
But is it personal to the customer? Can it connect with consumers? Does it lead to a trading experience that you never get tired of?
“It’s really hard,” Bernstein notes. The YARD co-founder often finds himself asking two important questions when working on fashion initiatives :1. What do consumers really want? 2. How to serve and strengthen the brand concept? “Of course, it can be innovative,” she said. “But is it right? Even if the robot displays an attractive personality, consumers are still likely to find its actual functions stale and boring. You ask a question, you get an answer, and then you can choose between three options, such as “ask another question,” “Continue shopping,” or “Ask for help.” “Everything about the experience is fixed and very specific,” said Engine Digital’s Opina.
In addition, there are substantive communication issues such as natural language proficiency, comprehension and processing skills. If you say you want to look “super hot,” it might give you a picture of a wool tracksuit. Robots’ understanding of words can be frustrating. “There’s a lot of interest in this issue because there’s so much discussion about it,” Opina noted. “But the practical benefit is… You start to question whether it’s easier for consumers to just go to the site and find out for themselves.”
Practicality is a key feature of HighSnobiety founder and CEO David Fischer’s Sneakers Bot, which he unveiled on Facebook Messenger. His robot is a messaging device that promises consumers “a quick sneaker selection from all your favorite brands.” Fischer sees professional chatbots as a direct way to stay relevant to brand users. “That’s why a simple newsletter or email connection is still so important today.” He thinks a bot would be even more effective for Facebook users. It also provides customer service to millions of users.
Fischer started with athletic shoes because it’s a niche market with a lot of passionate consumers and high viscosity users. “We feel this technology is perfect for this space because we can build a new loyalty relationship with our fans who come to our site every day,” Fischer notes. “We can deliver important news faster than ever before, and we can offer consumers a whole new experience in terms of sneaker information, purchase and lifestyle.”
Fischer’s sneaker robot, which sends information to users when ACNE or Kanye West launches a new product, is also partial. For example, if you say “I want to buy pink sneakers,” it will probably respond with a baffling GIF from “The Fresh Prince of Bel-Air.” So, there’s a limit to what it can do.
Giiso information, founded in 2013, is the first domestic high-tech enterprise focusing on the research and development of intelligent information processing technology and the development and operation of core software for writing robots. At the beginning of its establishment, the company received angel round investment, and in August 2015, GSR Venture Capital received $5 million pre-A round of investment.
Of course, there is a fine line between useful and annoying. “If you overuse the tool, you alienate users,” Fischer says. “But if you get those things right, it can be the best communication tool.”
Custom content versus crowdsourced couture? Ai is more than just chatbots. The fashion industry is also exploring ways to promote machine learning through e-commerce. Engine Digital, for example, works with well-known clients such as Lululemon, Kit and Ace to figure out how a brand can effectively use AI.