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Australia's JAG, under APG & Co, pioneers fashion with generative AI, swapping costly on-location shoots for digital avatars. Their latest campaign harnesses AI for authentic digital imagery, streamlining costs and enhancing versatility.
Traditionally, photo shoots necessitate hiring models for each session, resulting in significant costs and logistical challenges. However, JAG's innovative approach involves compensating models with a "usage fee" for the continued use of their digital avatars. This method saves time and money and allows greater versatility in utilizing the models' images.
In their latest campaign, JAG initially photographed models in various stances. Their digital team then incorporated specific clothing virtually, leveraging scanned fabric imagery to create hybrid images that accurately mimic how the clothes would appear in real environments when draped on the models.
This generative AI method is expected to significantly reduce the expenses and resources associated with traditional photo shoots, often costing hundreds of thousands of dollars.
Critics of AI technologies often argue they lack authenticity and fail to establish meaningful human connections. However, JAG CEO Elisha Hopkinson refutes these concerns, asserting that the rendered images are nearly indistinguishable from those captured by traditional means. She emphasizes that sometimes consumers want to see clothing on a model without a narrative attached.
The fashion industry has been actively exploring cutting-edge technologies like the metaverse, NFTs, virtual reality, and augmented reality. Generative AI, in particular, is predicted to exert a substantial impact. McKinsey forecasts that within the next three to five years, AI technology could contribute $150 billion to $275 billion in operating profits to the fashion industry.
By embracing generative AI, JAG is at the forefront of revolutionizing the fashion industry, streamlining production processes, and fully embracing the potential of digital innovation.
Recent research by McKinsey suggests that generative AI may be the next big thing in the fashion industry. According to their predictions, AI technology will add between $150 billion and $275 billion to the apparel, fashion, and luxury sectors' operating profits within three to five years. This represents an unprecedented opportunity for businesses in these sectors to leverage the power of AI and unlock immense value.
In this rapidly evolving landscape, JAG is leading the way, leveraging generative AI to transform the fashion industry. By pushing the boundaries of what's possible and embracing digital innovation, JAG is revolutionizing production processes and driving the industry into a new era of unprecedented efficiency and creativity.
Photo: PR Newswire
