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How Will Sora Redefine The "Rules Of The Game" Of The Fashion Industry?

2024/2/29 19:10:00 2

It has been 14 days since OpenAI released Sora. What is the response and performance of international and domestic fashion industry in AI application?

As a tool of "Text to video", Sora has rapidly attracted attention and heated discussion in social media at home and abroad. It is reported that Sora can create detailed and realistic scenes and characters according to the input text commands, generate videos of any resolution and aspect ratio, and perform a series of image and video editing tasks, from creating cyclic videos to extending videos forward or backward immediately, to changing the existing video background.

Sora's move enabled OpenAI to achieve "gold attraction" and "eye attraction" again. Can this "double attraction effect" overflow, and who can rush to land in the "new world" evolved by AI at the first time? The technology development is rolling forward. The technology of Wensheng Video has not only expanded the new way and imagination space of content production in the fashion industry, but also made enterprises deeply realize that the understanding and application of technology not only does not stop at a glance, but also is a matter of urgency.

At the end of 2023, Bill Gates wrote on his personal blog, "The Age of AI has been started", and described 2023 in his eyes as a new beginning of a new era.

Looking back at 2023 from 2024, the "AI explosion" led the fourth industrial revolution - Professor Schwab, founder of the World Economic Forum, divided the industrial revolution into four nodes, which is now in the period of artificial intelligence revolution.

Although the theory of technology panic often exists, the fashion industry has not been hit by it, but has made a beneficial combination with artificial intelligence and digitally displayed it. In the past three years, the fashion industry has actively launched and deployed AI. The fashion industry has already entered a new era, and retail is undoubtedly the first to be clearly perceived by the market. According to the latest research report of the B2B platform NuOrder by Lightspeed, 65 brand and retail experts believe that e-commerce, sustainable development, artificial intelligence and emerging technologies, personalization, data analysis and inventory management are the primary trends affecting the whole industry in the next five years.

Tom Ajello, senior partner of global creative consulting firm Lippincott, said, "Investing in generative AI is not only a strategic decision, but also a declaration of leadership in the new era of retail. This is to set a path for the future, so that technology can enhance creativity, enrich interpersonal relationships and redefine the essence of brand experience."

The combination of artificial intelligence and fashion industry is everywhere, and international brands that take the lead have made certain achievements. In terms of advertising form, Metahouse produced a surreal short film for LV's art installation of the Year of the Dragon, making the green dragon soar over the city; In terms of customer experience, Kaiyun Group launched an AI personal shopping assistant named "Madeline" with the help of ChatGPT, and successfully created a model of personalized customization model for the retail industry; In product research and development, L'Oreal is using artificial intelligence to develop hair color.

The birth of Sora marks that AI technology has exceeded the speed of all technology iterations in the past, which can be described as exponential acceleration. The domestic fashion industry, which knows this well, has also accelerated the pace of follow-up.

At present, Muse, the first AI design tool specially designed for fashion apparel industry in China AI adopts the realization method of "mapping" and assists with options in the advanced creation of fashion design to help designers achieve the effects of one click style change, one click style change, multi graphic integration, from "creative planning" to "specific style" landing.

Founded in 2015, as a global technology brand providing beauty SaaS services, Playmate Mobile is the first "AR trial makeup stock" listed on the New York Stock Exchange, and is also actively deploying AI to apply AI artificial intelligence and AR augmented reality to the beauty industry. A few days ago, for young women's entrepreneurial brands and overseas brands, the "makeup virtual trial free plan" was launched. While making mature technologies available in the inclusive industry, the plan constantly joined in the research and development of new technologies - through the exclusive patented technology AgileHand ® As well as Face AI skin technology, it can achieve high-performance accurate tracking of hands and faces, provide realistic AR virtual trial ring service, and expand its AR jewelry solution suite.

While expanding from beauty to jewelry, Playmate Mobile also released the latest global trend report, "The Great Change of Generative AI in Beauty and Fashion", which introduced how Playmate Mobile uses the latest progress of generative AI in beauty and fashion AI applications, as well as AI innovation to change the daily life of beauty and fashion consumers, This is also one of the important signs of virtual fashion entering the 3.0 era.

In the process of China's transformation from a world factory to intelligent manufacturing, many traditional textile mills have created industry legends in embracing new technologies. For example, the textile technology enterprise founded by Zheng Qi, the "second generation of textile", and the NAO virtual loom launched by Qingjia Technology, through high computing power, computer simulation of the mechanical structure, needle and track of the textile machine, deeply learn the intelligent theory, method, technology and application of textile fabric engineers, realize the use of artificial intelligence to research and develop new fabrics at the same time, Realize high-precision simulation of various weaving processes. It not only improves efficiency intuitively, but also saves energy, reduces emissions and reduces waste.

Either Muse AI, Qingjia Technology, or Play with Beauty Mobile. The Chinese fashion industry is increasingly mature in using AI as a tool in the application layer. However, AI has never been an independent category, but a technology that can interact with any industry. It has rarely declined, and more has helped its growth.

The fashion industry has gradually accepted and participated in this future related technology carnival, and this global trend will also affect more fields. The "new era of retail" is no longer equivalent to online layout. It has penetrated into more and more fields from creative research and development, supply chain, business model, community maintenance, corporate culture, etc. With the further development of digital technology, AI technology has gradually become the mainstream of fashion industry, and more enterprises, brands and supply chains have begun to participate in this "fashion revolution".

AI is not only a tool for the fashion industry, but also a lever to promote the new growth of the fashion industry Rod.

Howard Meitiner, the former CEO of Sephora and the current Managing Director of Carl Marks Advisors, told WWD that although the investment cost of retailers in the mid market may seem high, investing in AI "is a strategic imperative that cannot be negotiated, because it is the core competitiveness for the success of the retail industry in the future."

Howard Meitiner believes that it is important to "consider the benefits of investing in AI. One key area is data analysis. Many retailers lack the technical ability to really use the information contained in the company database to gain insights and promote new initiatives. With AI, they can generate such insights at the click of a button, reducing the burden of management and making predictions easier and more accurate. "

In fact, Sephora is also one of the industry pioneers who first launched AR beauty and enabled beauty retail with AI. According to Howard Meitiner, improving the experience provided by the company to customers "will become more and more important, and it is also one of the key differentiation factors and success drivers. Labor saved by deploying AI in other business areas can provide capital for retailers and invest in better, people-oriented customer service plans."

By using AI, fashion brands that significantly optimize customer experience can attract more new customers, improve the conversion rate and reduce the return rate, which is conducive to obtaining a positive return on investment. The data also proves this. Perfect Corp. brand partners said that after the implementation of AI technology, the sales conversion rate increased by 2.5 times and the product return rate decreased by 8% on average.

In addition to efficiency, what is more important is that in an era when digital experience often makes people feel divorced from reality, generative AI creates more authentic and attractive interactions, which gives a higher premium to human temperature. Through AI, brands can better understand and predict customer needs, and create products that transcend traditional boundaries and resonate with consumers.

The fashion of the future is digital fashion. If the previous AI topic is an additional topic for the fashion industry, it is now the basic topic. When the incoming vehicles are from full to crowded, and the development of technology has entered a mature period, this means that the blue ocean is about to disappear. At this time, enterprises that still hold a wait-and-see attitude will only form an exponential amplification of the distance from other enterprises, and then be eliminated by the entire industry.

In the face of artificial intelligence, the fashion industry has changed from a collective anxiety about whether to enter the market to a collective consensus that has to enter the market. From the integration of reality and fiction to the deepening of aesthetic style and behavioral logic, fashion will not advance, but will retreat.