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‘Sometimes reality is not enough’: fashion brands turn to AI
「有時現實是不夠的」:AI會顛覆時尚產業嗎?

Artificial intelligence can create conversation-starting images in seconds, but is it the best way to promote new collections?
人工智慧可以在幾秒鐘內創造出引發對話的影像,但這是推廣新系列的最佳方式嗎?
Etro Spring 24 campaign, created by feeding detailed written prompts into an image AI platform

Inside a cavernous photography studio in north London, large-scale prints from handbag brand Misela’s latest campaign hang from a pipe grid overhead. In one, a blonde model sits on a cognac-leather sofa next to a black-and-grey tote, a classic Manhattan skyscraper scene visible through the windows behind her. Another features a black-gowned woman perched in a Venetian gondola on a misty Grand Canal. Guests pause in front of the pairings and murmur about the lighting, the settings, the bags, until someone smiles and leans in to make the big reveal: “Amazing, isn’t it? And you know, it’s all AI.”

在倫敦北部一個洞穴般的攝影工作室裏,手提包品牌Misela最新廣告系列的大幅照片懸掛在頂部的管道網格上。其中一張照片中,一個金髮模特兒坐在一張干邑皮沙發上,旁邊是一個黑灰色的手提包,窗戶後面可見典型的曼哈頓摩天大樓景色。另一張照片中,一個身穿黑色禮服的女人坐在一艘威尼斯的平底船上,大運河(Grand Canal)上瀰漫着霧氣。客人們在這些搭配前停下腳步,低聲議論著燈光、場景和包包,直到有人微笑著靠近,揭示出一個大祕密:「太神奇了,你知道嗎?這一切都是由人工智慧完成的。」

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