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The future of digital interactivity is something I often think about—more specifically—how it will effect commerce and consumer behaviors. This article dives into the emerging technology that will enable the future of fashion and give birth to more meaningful, and hopefully less stressful means of shopping for garments. The recent breakthroughs that have happened in this space are nothing less than mind-blowing—So much so that some of these technologies deserve their own write up, which I’ll be digging into in the coming weeks.
This article is part of our freely available monthly Insights, where we talk about some of the biggest technology trends that are redefining industries today.
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Imagine strolling down a bustling city street, passing by storefronts that transform into personalized visions of your ideal life. This isn't science fiction—it's the potential future of retail advertising, powered by advanced augmented reality (AR) and artificial intelligence (AI). A future where every display window becomes a mirror, not just of who you are, but of who you could be—at least, according to the brand's vision.
image via Coach x ZERO10
From Screen to Scene
We've already seen the early stages of AR in retail with innovations like Coach's collaboration with Zero10, allowing shoppers to virtually try on clothes through a publicly viewable LED screen. But the future promises a much more personalized and immersive experience.
As AR devices evolve—think of future iterations of Apple's Vision Pro—they'll capture and render your likeness with unprecedented accuracy. Paired with sophisticated AI, this technology will enable storefronts to display you wearing the brand's clothing, living out the idealized lifestyle the brand represents. It's window shopping with you as the model and the world as your runway.
via apple
via apple
The Tech behind the Magic:
There are several key AI innovations that are currently in their beginning state that will allow this future to unfold:
Personal Scanning: On-device AI will scan and render your likeness in real-time, ensuring an up-to-date and accurate representation. This tech started becoming prominent with Apple innovations like FaceID integrated into iPhones, and is now evolving into higher fidelity captures in devices like Apple Vision Pro.
Clothing Fit AI: Advanced algorithms will instantly adjust clothing designs to fit your body perfectly, creating a realistic visualization of how you'd look in the brand's offerings. Another recent breakthrough was made in this tech with emergence of Kolors Virtual Try-On AI — An AI application that instantly allows you to see what any garment would look like on anyone.
Preference Prediction: AI will analyze your past consumer behavior (if you've opted in) to showcase clothing and lifestyles that align with your tastes and aspirations. Research has existed for more than a year around e-commerce preference prediction.
Scene Generation: AI will create dynamic, personalized scenes that place your likeness in aspirational settings that embody the brand's ethos. Creators of Midjourney—Generative AI platform—have cited in the past that they envision the future of their application to be able to generate fully dynamic and interactive worlds… we’re currently seeing the beginning of this tech in the recent release of Google’s GameNGen. I’ll go more into detail about this technology in a coming post.
image via midjourney/WhsiperAI
Bringing Brands to Life
This technology has the potential to revolutionize how consumers interact with brands. By seeing themselves "in the picture," consumers may form deeper, more personal connections with the brand’s desired narrative. The aspirational scenes could spark emotional responses, making the products feel more desirable and attainable. For brands, this technology offers unprecedented opportunities for engagement. Showcasing not just products, but entire lifestyles, allowing consumers to visualize how life could change with the brand's offerings. It's personalized advertising taken to a whole new level, with a dash of wish fulfillment thrown in for good measure.
The Road Ahead
As we look ahead, the fashion industry stands on the cusp of a profound transformation. The runway of tomorrow will be a testament to the seamless integration of technology and design. Imagine models walking down the catwalk, their forms instantly digitized. Advanced AI algorithms will project virtual garments onto these digital avatars in real-time, creating a spectacle that transcends the limitations of physical fabric.
These digital garments won't merely mimic their physical counterparts. They'll push the boundaries of design, defying gravity and morphing in ways that challenge our very conception of clothing. This isn't just an evolution of the fashion show; it's a revolution in how we conceptualize and experience fashion itself.
Coach's collaboration with Zero10 serves as a harbinger of this future. By allowing customers to virtually try on clothes through a public LED screen, they've taken the first steps towards merging the physical and digital retail experience. As more brands adopt and refine this technology, we can expect to see a radical transformation of the retail landscape.
Perhaps the most profound change lies in the potential of full-body 3D scanning technology. As this becomes more prevalent, it will fundamentally alter our relationship with clothing and self-expression. The implications extend far beyond fashion, potentially reshaping our concepts of identity and physical presence in an increasingly digital world.
As we stand at this technological crossroads, it's clear that the future of fashion is not just about what we wear, but how we interact with clothing in both physical and digital spaces. The line between tangible and virtual will continue to blur, opening up new avenues for creativity and self-expression.
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