WWD·5 min read·hard
China’s Fashion Industry Enters the AI Era, From a Search Economy to Machine-Led Discovery
L
Li Jun
✦AI Summary
The fashion industry in China is undergoing a structural shift as AI moves from a peripheral tool to a core infrastructure layer. Brands are increasingly adapting to 'Generative Engine Optimization' to remain visible as consumer behavior shifts toward AI-mediated discovery.
A structural reset is underway in the global fashion system. Artificial intelligence is no longer operating at the edges of the industry but is increasingly embedded in how brands are discovered, interpreted and recommended.
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