AI-Driven Marketing in Fashion: Insights from Gianluigi Bonanomi on Revolutionizing the Fashion Industry

Continuing the Aracne interviews, today we speak with Gianluigi Bonanomi. We don’t think an introduction is needed, but in case it is, you can find it at the end of the article.

You have written extensively on ChatGPT and prompt engineering. Could you share a specific example where you’ve used generative AI to solve a problem or improve a business process?

Certainly! A recent example involves a webinar I was about to host. Just minutes before starting, a client asked me to provide a learning assessment test for participants to take immediately after the course. With only five minutes to prepare, I uploaded 300 slides to ChatGPT Plus and used a well-crafted prompt to generate a test with ten multiple-choice questions. In no time, I had a ready-to-use test, demonstrating how AI can enhance efficiency and speed in preparing educational materials.

How have you integrated artificial intelligence into your training courses? What benefits have you observed for the students and companies you work with?

Artificial intelligence is truly transforming how we teach and learn. In my courses, I have integrated AI in various ways: from content design to delivery and even post-event follow-ups. For instance, I use ChatGPT to create slides, tests, and supplementary materials. This not only saves me time but also enhances the quality of learning by offering more personalized and interactive content. Companies I’ve collaborated with have noticed significant improvements in employee engagement and the effectiveness of training programs.

In your opinion, how can AI impact the fashion industry, especially in creating and marketing visual content? Do you have examples of how AI can be used innovatively in fashion?

AI has the potential to revolutionize the entire fashion supply chain, from design to production to logistics. In my field of communication and marketing, AI can automatically generate visual content for marketing campaigns, customizing images and videos for different audience segments. A notable example is Stitch Fix, which uses AI to personalize clothing recommendations for customers and optimize marketing strategies based on consumer engagement. This not only boosts campaign effectiveness but also allows for greater inclusivity and personalization in the shopping experience.

What emerging innovations or trends do you foresee in the field of AI that will significantly impact fashion and digital communication in the coming years?

There are several emerging trends that will have a big impact. Highly personalized and dynamic advertising content at lower costs, the use of machine learning to accurately predict trends and consumer behavior, and the automation of parts of the design process are just a few examples. Additionally, AI is becoming increasingly important in real-time customer care and making the fashion world more sustainable. All these innovations promise to profoundly transform both fashion and digital communication.

The growing use of AI raises various ethical issues, particularly concerning data privacy and content authenticity. What are your main ethical concerns when using these tools, and how would you suggest addressing them?

There are many ethical concerns when it comes to using AI, such as privacy, fake content, bias, job loss, and opaque algorithms. To address these challenges, it is essential to adopt an “ethics by design” approach, implement proper regulations, and, above all, invest in education. Only through continuous and conscious training can we ensure a fair and responsible use of AI, mitigating associated risks and promoting ethical and sustainable adoption of these technologies.

For those who may not know you, could you briefly tell us about yourself?

My name is Gianluigi Bonanomi, and I am a trainer in digital communication. I’ve always had a passion for books and knowledge sharing. After graduating in 2001 with a thesis on online relationships, I worked for over ten years in IT publishing, primarily as a journalist for Computer Idea. During that time, I wrote more than twenty books and manuals on digital topics for publishers like Mondadori, Hoepli, Franco Angeli, and Editrice Bibliografica. I currently direct the “Fai da tech” series for Ledizioni.

Today, I focus on training and events related to digital topics and generative artificial intelligence. I collaborate with renowned institutions such as the Business School of Sole24Ore, Fastweb Digitale Academy, Edulia by Treccani, and several corporate academies, including Fineco and Epson. In 2021, I founded Link&Lead, an innovative startup that boosts corporate employee communication on LinkedIn through gamification and AI. Then, in 2023, I launched SEOJob Srl, a startup that optimizes CVs and LinkedIn profiles with the right keywords using AI. I also serve as a scientific advisor and digital consultant for the Istituto Affari Internazionali and hold a chair in Net Marketing at the Accademia SantaGiulia in Brescia.