On March 14, the final day of the «INTERFABRIC-2025.Spring» exhibition, as part of the business program, Annet Reshetova, founder of PR BAR agency, hosted a case session titled “Artificial Intelligence in fashion marketing: How to effectively use AI for brand growth. A future world or a human approach”. The discussion focused on the role of artificial intelligence in the fashion industry, the opportunities it offers, and the balance between human and robotic resources.
PR BAR’s mission is to create superfans of a brand—those who stay loyal for years. So, how does AI assist in marketing? According to Annet Reshetova, it’s about creating content for social media, automating customer interactions, deploying chatbots, optimizing websites, and systematizing routine tasks. All of this enhances speed and productivity, leading to increased revenue.
However, artificial intelligence isn’t limited to simple tasks. For example, AI can forecast trends by analyzing foreign websites, runway shows, and search queries. Understanding future trends is vital in any business—to lead the way, not just follow trends, but create them.
Many fashion houses have already started implementing virtual fitting rooms. AI is evolving, and it’s no longer just about overlaying flat images onto a human figure. We’re talking about 3D models that are generated in mere minutes. With less and less free time, people—especially younger generations—are already shopping online more than in physical stores. According to Reshetova, it’s likely that people in the future will devote less of their personal time to shopping. That’s why virtual solutions are the future.
Yet, an opposite trend is also emerging—a digital detox. As a result, co-working spaces in residential buildings are becoming increasingly popular: people are seeking human interaction and are willing to spend at least some of their time on it. Therefore, to achieve high sales today, it’s crucial to build warm, personal communication. This means, Reshetova believes, the key is finding the right balance between artificial intelligence and genuine human interaction.
