Artificial intelligence (AI) is the simulation of human intelligence in machines that are programmed to think like humans and imitate their actions. The term can also refer to a machine that demonstrates attributes associated with the human mind such as learning and problem-solving.
Research is lacking when it comes to looking at AI through a theoretical framework in the context of fashion and social media. One explanation for the dearth of theory involving AI is because the ontological divide between machines and humans is blurred (Gunkel, 2012). Models of communication were designed with humans as the communicators and technology as the medium, and research has demonstrated that technology mediated communication among humans. Therefore, AI devices designed as subjects from which people make meaning do not fit into theories based on old technologies viewed as mediums (Guzman & Lewis, 2020). The potential of AI could mean that learning technologies have the ability to operate for extended periods without human intervention, making their own decisions and acting independently. The technologies will employ advanced analytics to optimize message effectiveness, which means new and current communication theory will need to encompass the role of AI-driven systems in augmenting human communication (Galloway & Swiatek, 2018).
Brands in all markets within the fashion industry are experimenting with AI capabilities in ways that are discussed here.