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AI is now part of every industry conversation, and fashion is no exception. With the EU AI Act already in force and adoption rates accelerating faster than ever, the real opportunity for fashion brands isn’t just to use AI, it’s to use it smart. The real competitive edge comes from AI trained on the right data. And in fashion, the most valuable data is the kind that transforms into Fit Intelligence.
Fit Intelligence is a living, evolving understanding of how each product fits real customers in the real world. It comes from connecting 2 critical datasets: (1) product data and (2) customer data. With Fit Intelligence, brands can finally tackle persistent challenges such as overproduction, costly returns, and inaccurate size recommendations. The result is smarter product design, more precise buying, optimized inventory, happier shoppers, and a business that is both more profitable and sustainable.
AI is reshaping economies worldwide. In Europe alone, studies suggest it could add hundreds of billions of euros to GDP by 2030. According to McKinsey's "State of Fashion 2025" report, 50% of fashion executives now prioritize AI-driven product discovery, reflecting a sharp increase in focus compared to previous years. Yet many brands are still in the early stages of implementation, revealing a gap between interest and practical application. McKinsey already estimated in 2024 that up to 25% of generative AI’s potential value in fashion lies in design and product development, showing just how much opportunity remains untapped.
Product data tells you what you sell. Customer data tells you who buys it. Connect them, and you unlock the missing piece: how your products actually perform in the real world. That’s where the transformation begins. Let’s look at each dataset on its own, and then see why their combination is so powerful.
Product AI : Your products’ digital brain
Trained on product data for each item, including garment dimensions, fabrics, stretch, design intent, grading rules, sell-through history, and fit performance such as fit rate and consistency. Product AI helps you understand your products at scale.
Human AI: Your customers, decoded
Trained on customer data, including body shape, purchase history, return reasons, style preferences, and reviews. Human AI helps you understand your customers at an individual level.
Fit Intelligence bridges product design and shopper needs
When Product AI and Human AI work together, you unlock Fit Intelligence: a living, evolving understanding of how your products fit real people in the real world. In the future of fashion, brands will compete not just on trends or marketing spend, but on their ability to match every product to the right customer from day one. This shift will redefine design, forecasting, inventory allocation, and even how success is measured. Fit Intelligence is the foundation for that transformation and continuously evolves with every sale, every return, and every new collection you drop.
With Fit Intelligence, brands can create impact across the entire value chain:
Building Fit Intelligence isn’t just about technology, it’s about strategy. Before investing in AI-powered solutions, brands need a clear roadmap: understanding which challenges matter most, where early wins are possible, and how to scale impact with the right partners.
Map your strategic priorities
Identify the high-value opportunities that will move the needle: returns, low conversion, stock-outs, and inconsistent sizing. Knowing your priorities ensures every AI investment drives meaningful impact.
Start with quick wins
Focus on initiatives that deliver tangible results fast, like personalized size recommendations or smarter inventory allocation. Early success builds momentum and confidence across the organization.
Invest in strategic partners
Partner with AI specialists who can unlock Fit Intelligence efficiently, without heavy internal investment. Expertise accelerates results and avoids costly trial-and-error.
Lead with transparency
Show customers how AI informs sizing and fit recommendations. Transparent AI builds trust, improves adoption, and strengthens your brand.
If you’re unsure where to start, or want to begin gradually but strategically, we can work alongside you. Together, we can audit your current product and customer data, clarify priorities, identify high-impact quick wins, and map a step-by-step plan to unlock maximum value.
The insights from Fit Intelligence then inform smarter decisions across the entire value chain: predicting the right fit for each shopper, revealing regional size trends, and guiding design, buying, and merchandising strategies. The outcome is a value chain that is more efficient, sustainable, and profitable, while delivering better experiences for your customers.
