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ASOS has upskilled more than 100 designers in generative AI to assist in the development of its new clothing ranges.
The company has embedded technology from Fermat across its design operations to convert sketches into “realistic visuals in seconds”.
The system allows designers to experiment with different colours and fabrics instantly. ASOS said the process is intended to improve communication with suppliers and increase the accuracy of initial samples, as well as reduce physical waste during the development phase.
The software is currently being used to automate repetitive tasks within the design workflow. Internal data from the retailer suggests the technology provides an average 75% to 80% time saving across specific design processes.
It comes as ASOS said it is focused on tools that “help enhance designer creativity, whilst also strengthening operational effectiveness”, adding that the partnership with Fermat “opens new opportunities for rapid ideation and realistic visualisation that support both creativity and efficiency”.
Digital creation head Nick Eley said: “Generative AI is already elevating the way our designers explore trends and develop ideas. It helps us reach stronger concepts faster, so we can create the best possible product and deliver it to customers at the right moment.”
