The Future of Fashion: AI-generated content and brand storytelling

Artificial Intelligence is redefining the fashion industry, influencing everything from design and marketing to brand storytelling.

On a recent Good to Great Podcast episode, co-hosts Timea Héjja and Tamara Héjja spoke with George Hartel, Chief Commercial and Development Officer at GQ Group Thailand, about how AI revolutionises brand storytelling and content creation. GQ Apparel by GQ Group, established in the 1960s, is a leading technical apparel brand based in Thailand. Over the decades, it has expanded its presence across Southeast Asia, with over 400 points of sale in countries including Thailand, the Philippines, Malaysia, and Indonesia.

According to George Hartel, AI has touched every part of GQ Group's operations, significantly enhancing productivity and innovation. "If you haven't started using AI yet, you really, really should," Hartel emphasised, noting that while many companies are still exploring AI integration, GQ Group embraced it early, giving them a competitive edge.

AI-powered tools have streamlined everything from insight generation to marketing and advertising. "We're a multicultural company working across borders, and AI has allowed us to integrate different tools, experiment quickly, and maximise productivity," Hartel explained. AI's ability to process vast amounts of consumer data has also helped brands make informed decisions while minimising biases that human teams might have.

One of the biggest challenges in fashion is the need for continuous newness, particularly in fast fashion. AI's role in content creation becomes more complex when dealing with highly unique designs. However, as Hartel pointed out, GQ Group has leveraged AI effectively because many of their products—such as men's cooling underwear or premium white shirts—are repetitive. This allows them to train AI models efficiently while maintaining quality and consistency.

Interestingly, AI also plays a critical role in reducing creative bias. "When we see insights as brand leaders, we're already biased," Hartel said. "Running the same insights through AI removes that bias and helps us make better decisions."

Another common concern is whether AI will replace human creativity. However, Hartel reassured that AI is not eliminating creative jobs but enhancing them. "A graphic designer who used to create 10 graphics in a day can now create 100," he noted. AI acts as a tool that accelerates workflows, similar to how calculators revolutionised mathematics.

Ensuring a brand's unique voice remains intact is crucial when utilising AI for content creation. Hartel explained that AI can be trained to reflect a brand's identity by feeding it past content and preferred styles. "People often say AI gives generic answers, but that's only if you don't train it properly," he said.

Additionally, AI is being used to refine brand communication. Hartel shared an example of how AI can help executives craft more empathetic emails, preventing messages from sounding too harsh while maintaining professionalism.

As AI-generated content becomes more sophisticated, ethical concerns are rising, especially regarding authenticity and fraud. Hartel highlighted the risk of AI being used to impersonate brands, leading to counterfeit products and misleading advertisements. "When AI-generated video and influencers look so real, it can become difficult for consumers to distinguish genuine content from fakes," he warned. He predicts that platforms will eventually introduce verification systems to confirm authenticity, similar to blue checkmarks for social media accounts.

Looking ahead, Hartel sees two major AI-driven innovations shaping fashion marketing: AI-generated video content at scale – brands will be able to create hyper-realistic promotional videos faster and more efficiently and AI-powered agents – these intelligent assistants will automate repetitive tasks, allowing teams to focus on strategic and creative work.

Despite AI's rapid evolution, Hartel believes traditional marketing strategies will not be entirely replaced. "Personal connection will always be important," he said. AI-driven personalisation can enhance customer experiences, but human creativity and emotional intelligence will remain essential.

Hartel's advice for brands hesitant about AI adoption is simple: just start. "Many companies are still doing things the old way, but once they begin using AI tools, they realise how powerful they are," he said. Early adoption allows brands to refine their AI strategies and gain a competitive advantage.

As AI continues to shape the fashion industry, brands that embrace it thoughtfully—balancing innovation with authenticity—will thrive in the new digital landscape.

The Business Standard is the media partner for this global podcast series.