Al in fashion is moving beyond the novelty of generating an image. Prada, Gucci and AMIRI are showing three very different ways the technology can become part of a brand’s creative ecosystem. Prada is using new imaging technologies to push campaign imagery into surreal territory. Gucci has released promotional imagery explicitly labeled “Created with Al.” AMIRI is bringing the technology into commerce through Al-powered virtual fit and garment visualization. Different applications, but the same shift: Al is becoming another tool for building brand assets. Not necessarily replacing photography, design or creative direction, but giving creative teams another way to extend an idea across images, environments, experiences and touchpoints. The conversation may be shifting from “Was this made with Al?” to “Was Al used well?” #AlFashion #FashionTechnology #CreativeDirection #FashionIndustry #DigitalFashion | Hubble Studio