Hugo Boss has launched artificial intelligence-powered content on its global e-commerce platform, as the designer seeks to boost customer experience and operational efficiency.

The initiative will see Hugo Boss' Web3 & Immersive Experiences team pioneer the use of advanced AI tools for use in image and video creation.

On Thursday, Jan Philipp Wintjes, executive vice president for omnichannel at the fashion retailer, said in a post on LinkedIn that the initiative marks an important milestone for the company, “putting AI into action.”

“This isn’t just about leveraging cutting-edge technology, it’s about delivering meaningful innovation that drives tangible results for our customers and our business,” Wintjes said.

He explained the launch represents “a future where technology seamlessly meets creativity and precision”.

“This is AI in action, not as a concept, but as a catalyst for growth, efficiency, and improved customer experiences,” he said.

The fashion brand has been experimenting with advanced technologies in recent years, including the rollout of AI for decision intelligence, where it used algorithms to predict future demand for products and make data-driven business decisions. During the launch of the technology 2023, the company said its goal was to optimise inventory management and improve overall business efficiency.

In 2022, Hugo Boss also announced a collaboration with Adobe to support its strategy on 3D and immersive design and further expand its technology capabilities and boost customer service.

The company used Adobe’s 3D design application as part of plans to explore customer experiences that “blend the digital and physical worlds”.

Areas of focus for Hugo Boss included digital avatars, virtual fitting rooms and non-fungible tokens (NFTs). It also used the technology to use reference photos and AI capabilities to replicate fabric textures such as knits and embroidery.

Fashion brands have been increasingly using artificial intelligence for a variety of tasks, including analysing data from social media, fashion shows and retail websites to predicting upcoming fashion trends.

AI is being also deployed to further personalise shopping experiences, with AI-based recommendation systems suggesting products to customers based on their browsing experience, preferences and past purchases.

Brands including H&M, Nike, Gap and Levi’s have been using AI to analyse data, boost customer service and experience.

AI is also being used to boost operational efficiency, with Italian footwear retailers Scarpe&Scarpe and Pittarosso recently introducing an automated AI-powered reporting system in an effort to improve inventory capabilities and enhance customer service.

Other ways AI is being deployed include inventory management, and sustainability initiatives.

Earlier this month, L’Oréal joined forces with IBM to develop a custom AI foundation model designed to unearth new insights in cosmetic formulation data to facilitate the use of sustainable raw materials for energy and material waste reductions.

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