Is AI enhancing or numbing the creative design process?

Generative AI has rapidly become a fixture in fashion design, blurring the lines between inspiration, iteration, and execution. But is it a partner, a tool, or a threat? This session explores how designers and brands are integrating AI into real-world workflows: accelerating ideation, streamlining technical development, and bridging concept to consumer storytelling.

As we reimagine what creativity looks like in an age of algorithms, we’ll examine how to maintain brand identity, redefine the designer’s role, and measure the true value of AI; from speed and feasibility to originality and emotional impact.

Angles of discussion:

1. Where does AI add the most value in today’s design workflow, and where does it create friction?

2. As AI generates more outputs, how is the designer’s role shifting - are they becoming curators, creative directors, or taking on new roles like Digital Producer/Design Visualization?

3. How can designers use AI without losing brand DNA or creative identity? Are there practical methods to keep the “human stamp”?

4. Beyond concepts, how can AI support technical development - patterns, tech packs, data analysis - to make sure designs are feasible and manufacturable?

5. When should downstream teams (developers, merch, B2B, marketing) see photorealistic AI versions? And what changes when they do?

6. Can AI create continuity between concept design and campaign visuals, ensuring one narrative flow from creation to consumer?

7. What metrics matter most for AI in design - speed, feasibility, originality, engagement, or something new?

8. As AI levels the playing field on speed and cost, where should brands and designers be focussing to find their competitive edge?