Experts warn that current flaws of fast fashion companies, such as worker exploitation and pollution, could be made worse by the use of artificial intelligence.
Shein is the hottest company pollutant of 2023 and, at the same time, one of the most efficient platforms in the world. According to a recent article by time the chinese giant fast fashion publish up to 600,000 items on its website and sells to customers in more than 220 countries across the world.
And that’s it It offers uncontested prices and a range of offerings that make it a tough competitor.
Although, for several years, it has been in the sights of people and organizations due to the various investigations carried out They have revealed their lack of concern for sustainability and even their violations of the labor rights of their workers in factories in China.
Considering this, he narrated Time, Shein’s Director of Global Strategy and Corporate Affairs, Peter Pernod-Day, assured that They are using artificial intelligence to be able to “reduce inventory waste” and thus become more sustainable.
This tool helps the company to analyze customer preferences and thus being able to manufacture “small” batches of goods so that when they go out of fashion, they don’t end up in the trash or in a warehouse forever.
However, some analysts view this measure with suspicion, because the use of AI in the fast fashion This could be a double-edged sword.
What is fast fashion?
fast fashion (or fast fashion) consists of great deals on clothing and accessories from companies that produce clothing quickly, with poor quality materials which typically last an average of seven to ten uses, according to the environmental platform Earth .
As explained The New York Times , the marks of fast fashion They can have a design ready in just 15 days. Usually the designs are imitations and follow trends from social networks.
Basicallythe objective of fast fashion is to offer fashionable clothing, at a very affordable price and accessible to any user.
The problem is that The production, shipping and even the materials that make up the clothes cause serious damage to the environment: according to a report by Green Peace Polyester, an inexpensive fiber often used extensively in fast fashion, can take up to 200 years to decompose.
Why AI Could Worsen the Consequences of Fast Fashion
“Without strict ethical, social and environmental standards, AI could easily speed up production and lead to excessive consumption.” insured Times Lewis Perkins, President of Clothing Impact Institute an organization that measures the climate impact of the fashion industry.
The current situation in the world and the pollution caused by this industry are worrying and, If AI is used only to streamline production and not to truly address pollution and workers’ rights, the future could remain bleak.
According to the European Environment Agency , he fast fashion This represents 10% of global emissions, releasing around 1.2 billion tonnes of carbon emissions per year.
And, according to time, Shein is the company that surpasses all others, not only because of its commercial success, but also because of pollution: has far surpassed Zara, Nike, H&M and LVMH.
Considering this, Shein said 61% of its carbon footprint comes from its supply chain and 38% from transporting goods from factories to customers’ homes.
The Chinese giant assured in its report on sustainable development that They plan to reduce their emissions with certain strategies, such as moving production centers closer to their customers. —for example, a large part of their sales come from China to the United States, so they might soon have a factory there—, and set up a fund to promote textile recycling.
Additionally, regarding the use of AI to reduce waste, Shein said that “we don’t see growth as something antithetical to sustainability.”
And that’s it, If used well, this technology could have positive effects that would cushion the consequences of fast mode.
According to a study by UNSW Institute for Climate Risk and Response , Businesses can leverage AI-powered technologies for climate action to analyze their carbon footprint and design strategies to reduce it.
For David Grant, co-author of this research“AI will improve the entire value chain of companies, to help them avoid, mitigate or compensate for the environmental impacts of their products, services or processes.”
And, compared to human beings, This technology is more skillful, faster and more precise in this type of work.
This is why Grant is considering the future of fast fashion and AI, well “The benefits to the environment, particularly in relation to climate change, are therefore much greater than would otherwise be achieved.”
However, Shahriar Akter, co-author of the study, said that there is a risk that the AI will convert fast fashion in “a vicious circle of excessive consumption, pollution and exploitation.”
He illustrated that Brands like Shein could predict demand for a type of clothing at “breakneck speed,” making factory workers even more pressured and exploited. produce clothes as quickly as possible.
Furthermore, another key aspect regarding the risks of AI in the world fast fashion the thing is This technology may infringe copyright and “compromise the artistic quality of human creativity.” said Akter.
It has already happened to an artist in the United States: designer Alan Gianna saw his work exhibited on the Shein platform, even though they had never asked for permission or purchased a license to do so.
This is why, according to Times, Shein has dozens of lawsuits for design theft. And apparently, the algorithm that searches for trends hasn’t learned to distinguish between proprietary and free-use works.
It is for all of the above that the experts have declared that A balance must be struck: AI used in the fashion industry, and especially in fast fashion, can be very useful in contributing to sustainability and also in generating profit. s.
Nevertheless, Ethical use is the biggest challenge they will face.
“For technology to add value, companies need to understand that it is not just about technology, but that the entire organization needs to be reconfigured.”
Source: Latercera
I’m Rose Brown , a journalist and writer with over 10 years of experience in the news industry. I specialize in covering tennis-related news for Athletistic, a leading sports media website. My writing is highly regarded for its quick turnaround and accuracy, as well as my ability to tell compelling stories about the sport.
