Is There A Bot In Your Closet?

AI is designing clothes, creating ads, and tracking who's buying what. Relax. We're seeing what it can't do too. Take a look

- Sneha Krishnan

Spend a few seconds on Instagram, looking at, say, a striped, charcoal-grey, crossbody bag made from recycled plastic bottles. Ooh interesting! Then, watch the dam burst. Every brand that's selling striped bags, grey bags, crossbody bags and recycled accessories will find its way to your feed. Reels will start showing What's In My Bag videos. Every Birkin-toting nepo baby and Cabatclutching celebrity will feature on the Endless Scroll.

From there, it's just a matter of a moment's weakness - a flash sale perhaps - for your vague idea to turn into an actual purchase. Do you have good taste or did the bots make you do it?

A 2023 McKinsey Report, titled Generative AI: Unlocking the Future of Fashion, suggests that machine-learning software has the potential to expand fashion businesses and serve customers better. It projects that AI could boost fashion, apparel and luxury by $150 to $275 billion in three to five years. Google has already crowned Alle, an AI-based fashiontips provider, the Best App of the Year for India. See how it's part of your shopping spree already, with mixed results.

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