Artificial intelligence (AI) has disrupted the fashion and beauty industries, creating increasingly dynamic interactions between consumers and designers and brands as the technology advances. Through AI, there is more room for creativity at fashion shows, enhanced generation of designs and formulas, improvements in trend forecasting and the ability for consumers to try on a whole fashion collection or beauty routine from the comfort of their own homes. With each of these advances, however, come legal challenges and risks.

Innovation, Profitability and Efficiency

AI can enhance the online shopping experience by enabling customers to try on clothes virtually, letting consumers visualize various garments on their bodies without physically leaving their homes. Similarly, makeup and skincare brands have used AI to allow customers to "try" different products to see how the products would look on and "treat" problem areas.

For example, Sephora has a Virtual Artist app, which utilizes augmented reality technology to enable consumers to try on different makeup products and shades virtually. Customers can experiment with various products like eyeshadows, foundations and lip products to make informed decisions about their makeup choices and suitable styles.