Created by BoF’s journalists and editors, in conjunction with our wider network of leading fashion creatives, thought-leaders, and innovators, Masterclasses are in-depth webinars with supporting resources, designed to deliver key learning outcomes on critical industry topics.

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The prominent arrival of generative AI has stirred controversy and excitement in equal measure, as BoF’s latest case study, “The Complete Playbook for Generative AI in Fashion,” reveals. While the emerging technology is already helping to create product designs, campaigns, copy and online shopping assistance, there’s also growing concern among industry creatives about the technology’s potential impact on livelihoods as well as legal debates in areas such as copyright and intellectual property.

For this BoF Professional Masterclass, Marc Bain, BoF’s technology correspondent and the case study’s author, is joined by Cyril Foiret, creative director and founder of Maison Meta as well as Nima Abbasi, a partner at the gen-AI creative studio; and Shopify director of product Miqdad Jaffer, to share the lessons and challenges they have faced as early gen-AI adopters.

“There is a real lack of understanding of what you can do with generative AI, what you can’t do and how you do it,” Abbasi said. “It’s not about putting some prompts in and then you get the exact image that you’re looking for… You really need to learn and use a range of AI tools.”

Amid all the current hype around gen AI, including within the fashion industry, the Masterclass participants agreed, noting that AI tools are about more than “prompt engineering” and still require an “artisanal” human touch.