FT商学院

‘Sometimes reality is not enough’: fashion brands turn to AI
“有时现实是不够的”:AI会颠覆时尚产业吗?

Artificial intelligence can create conversation-starting images in seconds, but is it the best way to promote new collections?
人工智能可以在几秒钟内创造出引发对话的图像,但这是推广新系列的最佳方式吗?
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.”

在伦敦北部一个洞穴般的摄影工作室里,手提包品牌Misela最新广告系列的大幅照片悬挂在顶部的管道网格上。其中一张照片中,一个金发模特坐在一张干邑皮沙发上,旁边是一个黑灰色的手提包,窗户后面可见典型的曼哈顿摩天大楼景色。另一张照片中,一个身穿黑色礼服的女人坐在一艘威尼斯的平底船上,大运河(Grand Canal)上弥漫着雾气。客人们在这些搭配前停下脚步,低声议论着灯光、场景和包包,直到有人微笑着靠近,揭示出一个大秘密:“太神奇了,你知道吗?这一切都是由人工智能完成的。”

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