A generative AI boom is sweeping through the domestic fashion industry. Customers are using generative AI to find products, while companies are actively leveraging the fact that younger generations are more accustomed to generative AI for marketing purposes.
According to a survey conducted on the 30th by integrated digital marketing firm CJ Mezzo Media targeting 674 men and women aged 14 to 49, approximately 40% of respondents said they used generative AI to explore fashion information.
By age group, teens had the highest usage rate at 57%, followed by those in their 30s at 40% and those in their 20s at 37%. Among the generative AI services primarily used, ChatGPT led with 85%, followed by Gemini (78%) and Claude (21%).
Among these users, approximately 60% purchased items recommended by generative AI. The most common ways of using generative AI were "searching for information such as prices and discounts" at 35%, followed by "styling recommendations suited to me" (30%) and "advice on size selection" (29%).
As generative AI has come to significantly influence the purchasing experience, companies have actively moved to adopt it. Notably, Musinsa launched a plugin app that allows users to receive recommendations for its products within the ChatGPT platform. By describing time, place, situation, price, and other factors in natural language to the AI, users can receive optimized product recommendations.
LF Mall introduced an AI agent on its own site that recommends appropriate fashion items when users describe their desired style. It also added an image recognition feature that suggests similar products sold on LF Mall when images are uploaded. Samsung C&T's SSF Shop has enhanced GEO (Generative Engine Optimization) so that content from its site can be cited in AI-generated answers.
In addition, Nike supports everything from exploring Nike products to purchasing and payment within the Gemini app and Google Search's AI mode. Users can make purchases using payment and delivery information stored in Google Wallet without leaving the Gemini screen. In 2024, Nike also collaborated with Naver (NAVER) on AI advertising based on HyperCLOVA X.
Generative AI is also being actively utilized in marketing. Musinsa held the "Musinsa Success Wishing AI Advertising Festival" from May to June last month. Customers directly created promotional video ads for "Mujinjang Black Friday" using generative AI. The first-place winning entry was adopted as an official advertisement and broadcast on large billboards in areas such as Seongsu and Gangnam. Over 1,600 entries were submitted in the preliminaries, and the five finalists' YouTube views exceeded 17.16 million.
Georgio conducted a "Subway Outdoor Advertising AI Prompt Provision Event" last July. By leaving a comment on its official Instagram, participants could receive an AI prompt to create a video or image making them look like the star of a subway outdoor advertisement. The participatory event, targeted at office workers in their 20s and 40s, is evaluated as having raised brand awareness.
A fashion industry official said, "It is not that there is no overwhelming leader yet, but many fashion platforms are already utilizing generative AI," adding, "Most are achieving positive results, so it appears to spread further in the future."
in TECH
