Among the “7 forms of intelligence” that can be attributed to AI, creativity remains the one that is the most debated. There is indeed a real flowering of AI content creators: from the digital influencer to the tools allowing the “creation” of content whether audiovisual, musical or even television. The latter was also the subject of a long period of writers’ strikes in the United States in 2023, so thick is the nebula surrounding it. Most of the time, rightly or wrongly, we will attribute to AI knowing how to draw inspiration from what already exists to readapt it and even slightly twist it, ignoring intellectual property. And since it is true that its use has become democratized on a daily basis, making certain tasks sometimes obsolete and certain content very bland, since when have we come to specify in a post all the authenticity of human nature by indicating the absence of help from AI? Is creativity all about humanity? If we take a step back, can’t we agree that inspiration is the beginning of creativity? Didn’t our painters and scientists draw inspiration from nature to capture all its beauty, complexity and accuracy? Is this plagiarism or a lack of creativity?
In the fashion sector, we have seen the emergence of behemoths such as Temu or Shein which, using AI and machine learning, like the nets of these large trawlers, come to scrape the depths of the internet in search of new collections inspired by their competitors and dump more than 8,000 references per day on their sites.
With this new model that is emerging, we notice that AI is used here with a clear objective: to bring a volume effect to consumers with an impression of choice. At CloZ, we have noted during interviews with our users that most were unhappy to see the same clothes, cuts and collections being poured from one brand to another. So here again, is AI serving as a pale copy, or is it promoting creative differentiation? We can agree on the fact that the cost of not taking the AI turn is too high and that even without major distinctive contributions, its integration remains a priority. Investing in this technology is therefore crucial, but for what purpose?
At CloZ, we firmly believe that, if AI is not inherently creative (at least not for the moment), it must be a force for proposal and creative momentum. In other words, AI is establishing itself as a powerful and innovative tool, at the service of the customer experience, offering unprecedented personalization while enriching the shopping experience. Indeed, consumers are showing a growing desire for wardrobes composed of timeless basics and to return to the essentials, while remaining trendy and fashionable. Artificial intelligence can offer a personalized solution by proposing selections adapted to the individual tastes of buyers, thus perfectly meeting their expectations. Just like access to the Internet in the early 2000s, the potential that AI has to multiply sources of inspiration by compiling artistic influences in the world to make them accessible to all gives it a form of creativity today. It opens up new creative horizons by enabling ultra-precise customization, helping everyone to assert their style and avoid the uniformity imposed by trends. For consumers, often lacking inspiration, AI tools offer a diversity of looks and help differentiate themselves from others by proposing outfits guided by individual criteria. As long as we keep a critical eye, these technologies also make it possible to filter trends to only retain those that really suit us, thus ensuring a wardrobe that is more consistent with each person’s personal style.
It seems essential to remember that the best form of creativity remains not to blindly follow the recommendations of AI and above all to cultivate this little twist, this little grain of madness which allows each individual to preserve their personal touch so that their looks truly reflect their personality.
