HomeTechnologyHow will the EU's rules about artificial intelligence affect the fashion business.

How will the EU’s rules about artificial intelligence affect the fashion business.


  • The European Parliament has approved the AI Act, which sets new rules for developing and using AI around the world. The main focus is on protecting people’s basic rights and encouraging new ideas.
  • The law divides AI systems into four levels of risk. It bans the use of high-risk applications such as biometric surveillance. It also requires AI-powered tools to be open and accountable.
  • Fashion brands need to change in order to follow the law and be open about how they use AI. They also need to reduce any unfairness and work with tech companies to make sure they are being ethical.

Europe has made big progress in making rules for artificial intelligence. The European Parliament has approved the AI Act, which sets a standard for how AI can be developed and used. This is a big deal and could influence other countries to make similar rules. This new law will affect how technology is used in the European Union and will also have a big impact on different industries, like fashion.

The AI Act’s impact on Fashion industry – Regulatory framework and compliance

The AI Act makes rules for different types of AI to make sure they are safe to use. It helps to control how AI is made and used. Applications like biometric surveillance and predictive policing, which carry a high risk, are being completely banned to protect people’s rights and privacy. Fashion brands using AI to give personalized recommendations or styling advice need to clearly tell people how they are using AI and label content that is made by AI.

According to James Brown, a partner at Haynes Boone UK, companies need to carefully check for risks and have plans to deal with them to make sure they follow the rules, especially when using AI to sort through job applications. Additionally, these rules support the use of fair AI practices, which helps build trust with customers and keeps them loyal to the brand over time.

Making things clear and being fair

In addition to following the rules, the AI Act requires transparency in creating AI models. This means that the data used to train the AI must be shared with regulators. Fashion brands using AI for trend analysis or personalization must share the information that helps their predictive algorithms work.

Agatha Liu, a partner at the law firm Duane Morris, says it’s important for fashion brands to focus on their customers and be open about how they use AI technology in their work. The Act emphasizes the importance of having fair AI models in the fashion industry to include everyone.

Dominique Leipzig, a privacy and cyber partner at Mayer Brown, supports working together with companies and tech providers to make sure AI tools are fair and include everyone. She says that working together helps companies to identify and fix biases in AI and make sure their practices are ethical. As companies become more open and work to reduce unfairness, they are creating ways for AI fashion to be more fair and socially responsible.

Fashion’s journey with EU’s AI legislation

As Europe leads the way in controlling artificial intelligence, fashion brands have to figure out the changing rules and start using AI in a responsible way. The AI Act focuses on being open about how AI works, reducing unfairness, and working closely with technology companies. This shows a big change in how the industry works. In the future, fashion brands want to know how they can use new laws to create fair AI systems and bring new ideas to the industry.

As people involved in the fashion industry begin this big change, following the rules and using AI in a fair way will change how we use technology in fashion. By following the rules and being ethical, fashion brands can meet the AI Act and also be leaders in creating AI innovations that are good for the environment and include everyone.

Warning: This is not advice for trading.


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