Integrating AI into the organisational structure: Are companies at Pitti ready?
Global spending on artificial intelligence (AI) is expected to more than double by 2028_ reaching 632 billion dollars_ according to the International Data Corporation (IDC) Worldwide AI and Generative AI Spending Guide. Additionally_ as Jorge Amar_ senior partner at McKinsey_ highlights in a report_ "we are entering a world where we will have to think of our workforce as both agency-driven and human".
Incorporating virtual AI-based workers with specific roles_ usernames and corporate passwords into the organisational structure
This means that_ in the near future_ virtual AI-based workers with specific roles_ individual "memories"_ usernames and corporate passwords could be "incorporated" into the company.
This prospect imposes_ from the outset_ the need for harmonisation between man and machine_ to favour the adoption and integration of AI_ which to date has produced tangible business results and values for companies worldwide.
Toniolo (Valsport): We have not encountered any obstacles from employees in the adoption of AI
But what is the current state of AI in fashion companies and what is the approach of managers to this revolutionary innovation? For Siro Toniolo_ chairman of Rewind srl_ a company that already operates in footwear production and which_ in 2016_ acquired Valsport_ "our employees are used to using artificial intelligence; we have a communication system with programmes created ad hoc".
"For now_ therefore_ we have not encountered any obstacles to the adoption of these innovative technologies_" adds the chairman of the sports shoe brand_ whose foundation dates back to 1920.
At Valsport_ AI is adopted primarily for e-commerce_ "it supports us in the process_ from when the order arrives to shipping". In other cases_ with regard to research and stylistic analysis_ for example_ it is used_ but it needs the intervention of the stylist_ the professional.
"The product has to be tried on_ it has to be worn_ the intervention of the modeller is needed_" explains Toniolo_ adding that the beauty of handcrafted footwear production also lies in the imperfection and uniqueness that is obtained when it is the artisan_s hand that creates the product.
Tamponi (Sebago and Superga): Openings of shoemaking schools are more desirable than AI learning modules
Along the same lines_ Marco Tamponi_ global brand director of Sebago and Superga_ said: "Our product is entirely hand-stitched_ made by humans; those who make shoes create them with the lasts because you also have to see what the reaction of the materials is."
The global brand director of two of the BasicNet Group brands_ which_ in addition to Superga and Sebago_ also owns Kappa_ Robe di Kappa_ Jesus Jeans_ Sabelt_ Briko and K-Way_ adds: "We use artificial intelligence for content development." According to Tamponi_ in the field of production_ openings of shoemaking schools are more desirable than artificial intelligence development and learning modules.
AI agents can go beyond content creation to perform tasks based on specific instructions
In short_ at least in Made in Italy companies_ for now the appearance of an organisational chart that includes AI agents alongside human brand colleagues does not seem imminent. Some companies_ McKinsey experts warn_ are already moving in this direction. AI agents can go beyond content creation to perform tasks based on specific instructions.
"Agents perceive reality through their training_ then make their own decisions and apply judgement_ act and even learn from those actions_" explains Amar. Among the business segments involved in experimenting with agency AI_ for example_ are the initial screening of all candidates for frontline jobs or the deployment of agents to train employees.
Returning to fashion_ on the other hand_ content and e-commerce are the two main destinations for the use of artificial intelligence_ also at La Martina. "We use artificial intelligence a great deal to manage processes related to e-commerce and customer service_" Alessandro Milia_ general manager of sales and marketing at La Martina_ explained to FashionUnited.
"Another use is in the area of content_" stressed the manager of the company_ which has carried out a specific reorganisation of the sales network in Italy_ accompanied by the entry of new international partners. No help from AI_ however_ in the field of creativity and production.
Tod_s preserves tradition and promotes innovation at the same time
Among the Italian fashion brands that "defend" production and creativity from the incursions of artificial intelligence agents is Tod_s.
About one month ago_ Diego Della Valle_ chairman of the Tod_s Group_ received the _Changemaker Award for Craftsmanship_ at the third edition of the Changemakers in Luxury Fashion event_ organised by the Italian National Chamber of Fashion. The award celebrates his commitment to placing artisanal excellence and product quality at the heart of the group_s identity in the Marche region_ preserving tradition while promoting innovation_ and passing on artisanal knowledge to new generations through initiatives such as the Bottega dei Mestieri. This vision is what Della Valle defines as _Artisanal Intelligence__ a fusion of human skill_ cultural heritage and creativity projected towards the future_ which continues to inspire the success and sustainability of Made in Italy.
"Craftsmanship is the true essence of Italian luxury: a heritage made of hands_ time and knowledge that cannot be replicated. It is a national value for Italy and must be protected and enhanced through concrete investments_ starting with the training of young people_" noted Della Valle during a video intervention at the Changemakers in Luxury Fashion event.