Asos has upskilled more than 100 of its designers in generative AI to speed up its production process.
The online fashion retailer has embedded generative AI specialist Fermat’s technology into its design operations that will allow designers to turn sketches into photo-realistic visuals in seconds.
The team will instantly be able to explore different colours, fabrics and variations, which Asos said will help to communicate ideas more clearly with suppliers and improve accuracy in first-time samples.
The retailer said the move frees up creative time by an average of 75% to 80% and will allow designers to iterate more boldly and push ideas further.
Asos head of digital creation Nick Eley said: “Generative AI is already elevating the way our designers explore trends and develop ideas. It helps us reach stronger concepts faster, so we can create the best possible product and deliver it to customers at the right moment.”
The move forms part of the third phase of Asos’ turnaround, which chief executive José Antonio Ramos Calamonte said in November was to make the online fashion giant the “most exciting destination for fashion-loving customers”.
The retailer, which shrunk its pre-tax losses to £281.6m in its most recent financial year, is keen to get back to revenue growth after sales fell 15% to £2.5bn.
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