“Innovation can happen quickly in the [retail] environment and we have a responsibility to educate individuals on how to elevate their roles and train them into other positions quickly,” said Greg Petro, founder and chief executive of First Insight, a digital platform that uses AI to test products for brands and retailers. “But trying to diminish the productivity potential and the innovation it could bring is only going to handicap companies.”
KEY INSIGHTS
- Many companies already use some form of AI in their day-to-day operations in areas such as supply chain and customer service.
- Experts see fashion firms initially gravitating towards using ChatGPT or similar programmes on the customer engagement side, including customer service and support for online interactions and clienteling.
- Eventually, roles in marketing, copywriting, merchandising, design and content creation could see a shift in the number of available jobs as well as in how those jobs are performed.
“Laziness, cheapness and cynicism all in one stroke,” wrote American illustrator and film producer Peter Ramsey in a March 24 comment “liked” more than 4,000 times on Twitter.
It’s not exactly the feedback a brand wants to hear when it announces it’s taking a bet on a new technology.
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