Preserving the Human Touch in the Age of AI: Pursuing Sustainability in the Fashion Industry
DOI:
https://doi.org/10.70301/SBS.MONO.2025.1.11Keywords:
artificial intelligence (AI) in fashion, fashion industry sustainability, retail technology, sustainable business practices, fashion industry;Abstract
The fashion industry is often cited as the second most polluting industry globally. Achieving environmental, social, and economic sustainability requires substantial investment in technological innovations and revised practices to transform traditional manufacturing and distribution processes. Artificial Intelligence (AI) presents a promising solution to enhance sustainability initiatives through various mechanisms: product innovation to minimize material waste, process optimization to optimize resource utilization, inventory management systems to prevent overproduction, and data-driven consumer engagement to promote conscious consumption. However, the implementation of AI technologies also faces significant challenges and skepticism, including potential risks to established brand values, complexities in maintaining meaningful employee engagement, and the delicate balance of preserving consumer trust in an increasingly automated environment. This chapter explores the current state of AI adoption in the fashion industry and its short- and long-term implications. Through a case study involving interviews with key executives in AI, sustainability, retail strategy, global guest innovation, localization, circularity innovation, global production, and creative direction at a leading athleisure brand, this research investigates the multifaceted opportunities, challenges, and potential risks associated with AI implementation across various organizational functions. The findings offer strategic insights and practical recommendations to guide future AI development and deployment. By providing a nuanced understanding of AI’s role in driving sustainability, this study contributes to both academic discourse and industry practice, shedding light on how the fashion sector can leverage AI to achieve its sustainability goals.
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