Artificial intelligence is helping fashion brands understand consumer behaviors and demands. The Business of Fashion and McKinsey said that in a survey they conducted, about 73% of fashion executives said they planned to prioritize generative AI in 2024. AI can be used to improve efficiency and sustainability to both identify trends and create new ones — but it requires careful implementation. Horwitz, alongside her colleague Oliver Zimmer, built the first Google Fashion Trends report, which used machine learning to identify trends in Google search data. "But using generative AI, you can also have it review those patterns.

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Persons: —, Benjamin Bond, Yarden Horwitz, Horwitz, Oliver Zimmer, Zimmer, Bond, Fashable, ChatGPT, Orlando Ribas Fernandes, Fernandes, Fashable's Orlando Ribas Fernandes, Fashable Fernandes Organizations: Service, McKinsey & Company, Industry, Fashion, McKinsey, Kearney, Google, Nike, XNFY, Microsoft Locations: Kearney