top of page
read about my Bachelor Thesis project
I recently completed my Bachelor’s thesis on the use of Generative Artificial Intelligence in fashion e-commerce, comparing an AI-created brand to a human-designed brand. The study focused on how these two approaches impact brand authenticity, creativity, and coherence.
I built one brand entirely with AI and another through conventional methods for comparison. Brand elements included logos, product designs and production, photo elements and online shop interface design.
With exploring whether AI could assist in or replace some company processes, the goal was to understand AI’s potential and limitations in branding and design, especially for smaller fashion start-ups and fashion designers.
I developed two fictional brands and mock-ups for their corresponding online shop interfaces. Participants rated each brand in terms of authenticity, creativity, and coherence to determine how well AI stacks up against human creativity. Survey respondents identified the human-created brand as overall more authentic, creative and coherent. However, the AI tools showcased potential in specific tasks like trend prediction and visual content creation for fashion brands.
Additionally, while AI work is still recognisable to the participants, AI tools delivered very consumer-centered and trend-oriented designs. This contributes to the growing conversation around AI’s role in fashion.
My findings suggest that AI could complement human designers by automating repetitive tasks and assisting with creative tasks, potentially freeing up time for workers to focus on important tasks. Future studies could explore other AI tools and expand sample sizes to ensure broader applicability.
This research provides insight into how AI could transform a company's value chain, affecting processes from design to customer experience.
bottom of page