CHATGPT: THE DAWN OF AI IN FASHION

EVERY INDUSTRY SEEMS TO BE WEIGHING IN ON CHATGPT, BUT HOW CAN FASHION BRANDS AND RETAILERS PUT THIS CONTENTIOUS TECHNOLOGY TO USE TO IMPROVE CUSTOMER SATISFACTION, GROW SALES, AND STREAMLINE OPERATIONS – WHILE RECOGNIZING ITS LIMITATIONS?

Instagram copy for a puffer jacket

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ChatGPT (Generative Pretrained Transformer), the software developed by OpenAI, is a type of artificial intelligence called a language processing model. Through selfattention mechanisms, it processes input text and generates output text. Having been trained on large amounts of text data, its output can feel convincingly human.

Customer Service

Many have touted the use of ChatGPT for online customer service, and efficiency in this area is increasingly vital for customer satisfaction. It can be integrated into a retailer’s website to provide 24/7 assistance. While conversational AI can answer basic questions and provide a topic list with links, ChatGPT may be able to respond to customer inquiries more thoroughly in real-time. With proper data collection, it could give details on order status, products, sizing, and more. And if trained on a large dataset of human-generated customer support interactions, it could pick up the language and tone of such conversations. Be wary however, as it might not understand complex or nuanced questions, and give inaccurate information. Further, the cost of implementing, developing, and maintaining these tools is high.

Personalization

Indeed, this technology holds the greatest potential for businesses deploying GPT tools together with their own data and products, creating more specific applications. It can be trained to understand and use customers’ preferences and purchase history, alongside data about fashion trends, to tailor individual fashion recommendations and increase order value. However, integrating this system into a retailer’s website also raises concerns about the privacy and security of customer data. GPT systems must be secure and comply with (growing) data protection regulations.

Marketing, E-Commerce, and Social Media

The benefits of ChatGPT around copywriting are perhaps more within reach. It can create product descriptions and other copy for marketing and e-commerce. With the right training, it could create social media posts tailored to a brand’s identity and voice. Even if used in the creation of first drafts only, ChatGPT can be a productive tool. Another potential downside, in such creative areas especially, is the lack of individualization. The key is finding the right balance between the benefits of AI and the importance of personal interaction and touch.

And Beyond…

The line between current and future uses remains blurry. Will ChatGPT be able to assist brands in their production process, analyzing data to optimize operations, reduce waste, and increase efficiency? Equally, could it impact trend forecasting, studying trends to help retailers make decisions on which products to stock and promote? And what of the implications for online shopping on a wider level, with its capacity for wading through enormous volumes of fashion from around the globe suited to the individual consumer’s unique tastes? Let’s see.

WeAr asked ChatGPT to explain how AI impacts the fashion industry. Read ChatGPT’s answer here: