Come 15 brand Leader usano l'intelligenza artificiale
Slashing Returns: The Size & Fit Revolution
he number one cost of online fashion is returns. Up to 70% of returns in this sector are exclusively due to incorrect sizing. Brands like Zara, Nike, and ASOS are tackling this problem at its root thanks to Artificial Intelligence.
Zara, for example, has introduced an AI-based virtual fitting room across 43 markets: the user uploads a photo and the system generates a realistic avatar to show the garments in motion, recording a double-digit drop in size-related returns. Nike uses camera scanning (Nike Fit) to recommend the exact size for each model, integrating it into its own ecosystem. ASOS, on the other hand, reduces choice friction through a conversational assistant ("Enki") and AI recommendations on the product page, increasing conversion by 9%
Quiet Luxury: Relevance Without Discounts
How do you personalize in the luxury market without undermining brand exclusivity and avoiding the logic of discounting? The answer is: suggesting the right product at the right time, at full price, protecting the premium positioning.
Gucci leverages machine learning on browsing and purchases to offer "1-to-1" recommendations, where the call-to-action is inserted very discreetly within the editorial storytelling. Mytheresa uses predictive AI in an extraordinary way: it identifies future "VIPs" right from their very first purchases. By providing exclusive services in advance (dedicated shipping and personal shopping) to high-potential profiles, it manages to generate a full 40% of its GMV from top clients.
Dynamic Pricing and Data-Driven Production
Artificial Intelligence doesn't just optimize the front-end; it also revolutionizes stock and production.
Benetton Outlet has implemented a dynamic pricing system that automatically synchronizes promotions based on real-time stock levels, keeping margins under control and improving the conversion rate by 1.11 percentage points. Mango, on the other hand, relies on generative AI to create dozens of creative variants (including a line with entirely synthetic imagery) for different audience segments, slashing shooting costs. Adidas goes a step further: it generates design and color variants with AI, testing and validating them on data before even producing the stock, drastically reducing the risk of unsold inventory.
