Why Fashion Should Think Carefully About Using Generative AI
By Flawless Magazine
As fashion companies race to embrace generative AI — for design, customer service, forecasting, and beyond — a critical question looms: at what environmental cost?
While this technology promises major efficiencies, from streamlining supply chains to reducing waste, experts caution that it is far from impact-free. Behind the sleek interfaces of AI design tools and chatbots lies an invisible but growing footprint: energy.
A Powerful Tool with a Powerful Demand
Generative AI models require vast computational power to train and run. Whether it’s rendering hyper-realistic fashion images or simulating customer behavior, these systems rely on energy-intensive data centers. According to recent research, a single large AI model can emit as much carbon as five average cars over their lifetimes.
For a fashion industry already grappling with emissions from production and logistics, adding a high-emission digital layer could undermine sustainability progress.
Efficiency Isn’t Always Green
Yes, generative AI can optimise pattern layout, reduce sampling needs, or automate customer support — potentially cutting emissions from physical production and overstock. But if the back-end systems are powered by coal-heavy grids or used excessively, the trade-off may negate the benefits.
That’s why experts are urging fashion leaders to pair their AI ambitions with green computing strategies, including the use of renewable-powered data centers and careful auditing of digital emissions.
Don’t Chase the Hype
Generative AI is in vogue, and many fashion brands are eager to showcase their tech credentials. But early adoption without a clear sustainability framework could lead to digital overproduction — algorithmically generated designs that flood e-commerce platforms, creating more waste rather than less.
Instead of joining the AI race blindly, brands should ask: Is this application necessary? Does it align with our climate goals? And can we ensure the energy behind it is responsibly sourced?
Regulation Is Coming
Much like the rise of sustainability legislation in textiles, digital emissions are entering the regulatory spotlight. The EU’s proposed AI Act, combined with expanding ESG disclosures, means fashion companies may soon need to report the carbon costs of their digital operations.
Proactive brands are already developing internal policies for ethical AI use, including environmental impact assessments.
Flawless Perspective
Generative AI can be a powerful ally in fashion’s sustainability journey — but only if wielded with discernment.
In the rush to innovate, fashion risks swapping one form of excess for another. To avoid that, the industry must embrace not just digital innovation, but digital responsibility.
Because true fashion foresight isn’t just about predicting trends — it’s about designing a future we actually want to live in.
