H&M Group launches generative AI-powered personalized clothing service
Creator Studio, the print-on-demand merchandise service of global fashion brand H&M Group, has become the first retailer to leverage AI with an AI-powered personalized clothing creation tool.
With this new AI tool, anyone can create a mock up of an outfit with customized AI-generated visual artwork based on user-input text. In other words, anyone can become a designer and create artist-quality designs in seconds.
The new text-to-image merchandising tool in Creator Studio uses AI to turn written prompts into mock-up garments printed with customized visual artwork in a variety of preset styles. These are then immediately available for sale or purchase, with orders fulfilled quickly and sustainably through the H&M Group's global printing and logistics infrastructure.
Launched in 2021, Creator Studio's proprietary technology aims to provide creators - artists, labels, licensees, and consumers - with a high-quality, end-to-end solution for custom apparel printing and fulfillment, enabling them to create products more sustainably and cost-effectively.
"Our mission at Creator Studio is to empower and enable all creators to express themselves through their products," said Dinesh Nayar, Managing Director of Creator Studio. "We are constantly exploring new ways to reduce the barriers for our customers to create content, and integrating a seamless AI artwork creation tool is a natural step in that journey.
All AI-generated artwork will be printed on True Blanks, a dedicated apparel line from Creator Studio, which will feature a growing selection of designs across men's, women's, and children's apparel and accessories made from 100% organic cotton or recycled polyester.