As fashion and beauty embrace AI for marketing and personalisation, 2025 promises even more possibilities. From personalised experiences to leveraging TikTok trends, brands are poised to redefine how consumers engage with products and how technology will shape beauty trends. From augmented reality (AR) virtual try-ons to AI-driven trend forecasting, the industry has started to integrate cutting-edge technologies into its DNA. But as we move deeper into 2025, the potential for AI in this space is only just beginning to unfold. Here is a look at how luxury brands have leveraged AI in 2024 — and what LUXUO foresees as the next frontier for AI in fashion and beauty in 2025.

What Brands Did in 2024: Fashion Showcases and Presentations

Balenciaga

During Paris Fashion Week in February 2024, Balenciaga brought AI-driven visuals to the forefront of its Winter 2024 showcase. Models walked the runway surrounded by an immersive display of LED screens, each projecting a unique series of AI-generated images. This bold fusion of technology and fashion underscored the brand’s ongoing exploration of digital innovation in luxury design.

Gucci

In April 2024, Gucci embraced AI-driven technology through a collaboration with Apple’s Vision Pro headset. The luxury house introduced an augmented version of Who Is Sabato De Sarno? A Gucci Story — a short film offering exclusive, never-before-seen moments from De Sarno’s debut Gucci Ancora runway show. Initially aired on Mubi in March, the film’s Vision Pro edition allowed users to curate personalised virtual spaces and interact with 3D-rendered products inspired by the collection. Later in August, Gucci expanded its digital ecosystem by updating its app to offer an immersive dive into its archives. Users could explore a virtual recreation of the historic Palazzo Settimanni in Florence and navigate interactive portals detailing the craftsmanship behind iconic pieces like the Bamboo 1947 bag.

Lanvin

As part of a strategic rebrand, Lanvin leveraged AI in 2024 to revitalise its heritage and reconnect with the luxury fashion conversation. In August, the house introduced an AI-powered campaign that animated four archival sportswear sketches originally drawn by Jeanne Lanvin. This initiative reflects a broader industry trend — where brands are blending history with cutting-edge technology to engage both loyal clients and a new generation of consumers.

Dior

At the 2024 VivaTech festival in Paris, Dior unveiled Astra, a generative AI-powered platform designed to fine-tune brand strategies by analysing consumer data. The tool aggregates insights from various sources, including Google reviews, product pages, customer service interactions, satisfaction surveys, and live shopping sessions. By leveraging AI for deep consumer analysis, Dior aims to stay ahead of evolving customer expectations in the luxury space.

Grace Ling

During New York Fashion Week’s SS25 showcase in September, Singaporean designer Grace Ling merged fashion with cutting-edge AI technology. Partnering with AI startup Humane, she introduced the Grace Ling x Humane Handaxe Bag, a futuristic accessory designed to house Humane’s AI-powered pin. Drawing inspiration from prehistoric stone-age tools, the Handaxe Bag complemented Ling’s Neanderthal couture and ready-to-wear collection. This collaboration marked the second time Humane’s wearable tech appeared on a major runway, following its 2023 debut with Coperni at Paris Fashion Week.

What Brands Should Do with AI in 2025

Advancing Sustainability through AI

With 75 percent of Gen Z consumers prioritising sustainability — as reported by the World Economic Forum — 2025 should be a year for fashion and beauty brands to harness AI to drive sustainable practices. Stella McCartney’s collaboration with Google Cloud to use AI for transparency in the supply chain could serve as a model. In 2025, brands could further push AI to optimise material sourcing, reduce waste, and track the environmental impact of production processes. On the notion of creating a circular economy within fashion consumption, the Ellen MacArthur Foundation collaborated with Google to research the uses of artificial intelligence on circular economy. One suggestion from their findings recommended that AI can be used to generate design suggestions, based on a brand’s use of materials, inventory, and customer preferences. The resulting design suggestions can shorten the time it takes for designers to create collections while also advocating for the uses of recycled materials to make new combinations of clothing.

Hopefully by 2025, AI will be crucial in translating sustainability promises into tangible, actionable strategies for fashion and beauty brands. With AI’s ability to optimise material sourcing, track waste, and improve the supply chain, brands can not only monitor their environmental impact but also drive the transition toward a circular economy. By harnessing AI-driven insights, companies can proactively implement scalable, data-backed solutions that go beyond surface-level commitments, creating a more sustainable and circular future for the industry.

Personalisation through Data-Driven Insights

Brands should use AI to provide even more tailored, personalised experiences for consumers. ASOS and Shiseido have successfully used AI to recommend fashion and beauty products based on users’ past purchases, browsing history, and individual preferences. In 2025, AI could take this further by offering real-time adjustments, such as recommending products based on a consumer’s changing skin conditions or seasonal wardrobe preferences. Brands can utilise AI to create a diagnosis-product hybrid, akin to the extension of skincare-makeup hybrids consumers are seeing on the market today, furthering the intersection between health and beauty. An example of this is the Amorepacific’s Lipcure Beam, which won the 2024 Innovation award at the Consumer Electronics Show. Lipcure Beam, dubbed as the world’s first beauty tech that simultaneously offers personalised lip makeup and care, is meant to provide immediate diagnosis and treatment within one product. The device operates using an integrated sensor that is able to examine individual lip conditions in real-time, then provides a tailored solution to improve lip care. A blend of light-responsive materials — which the brand claims has been precisely engineered to react to specialised light spectrums — is diffused from the doe foot applicator. The customised solution is used to strengthen the collagen fibres within the lips and create moisture barriers on the surface.

By 2025, AI’s integration into beauty and skincare will go beyond simple recommendations, enabling brands to create sophisticated, real-time solutions that address individual consumer needs. By combining diagnostics and treatment in a single product, like Amorepacific’s Lipcure Beam, AI will bridge the gap between health and beauty, offering consumers personalised experiences that adapt to changing conditions — such as skin health or seasonal needs — this evolution will enhance how brands engage with their customers, offering them not just tailored products, but a holistic, dynamic approach to their beauty routines.

Enhancing Customer Experience with AI-Driven Interactions

AI could revolutionise customer service in 2025, moving beyond chatbots to highly personalised, dynamic interactions. Brands could use AI to predict and address individual needs before customers even ask. Ulta Beauty’s AI-driven haircare recommendations are an excellent example of how this could extend into various beauty sectors. AI-powered systems could analyse customer concerns, recommend solutions, and even assist in virtual consultations.

There is also the potential of improving styling services. McKinsey reported that in July 2022, apparel retailer Stitch Fix was experimenting with GPT-3 and DALL-E 2 (a text-to-image AI generator) to improve customer satisfaction with their styling services. The idea behind this was to use customer feedback of Stitch Fix’s existing product offerings and feed it to DALL-E, with an emphasis on feedback relating to style, fit, or colour. If a customer was describing their optimal outfit, Stitch Fix would be able to use this description to generate a similar look that stylists could then recommend to customers.

Trend Forecasting and Influencer Collaboration with AI

AI’s role in forecasting fashion trends has already begun, but in 2025, it can evolve even further. WGSN’s AI-powered TrendCurve platform already scrapes data from e-commerce sites, catwalks, and social media platforms like TikTok to predict upcoming trends. In 2025, brands could leverage this AI to refine their collaborations with digital influencers. For instance, MAC could use AI to tailor influencer partnerships based on real-time trends and help customers recreate viral looks, such as unveiling a “how-to” guide for Lady Gaga’s Abracadabra music video-inspired makeup. Similarly, AI-driven tools could offer suggestions for products, techniques, and looks based on what is trending on platforms like TikTok.

Heuritech, a Paris-based company, has developed an AI system that streamlines trend forecasting by analysing millions of social media images daily. This system scans posts related to fashion and classifies users into three categories: “edgy” (those wearing novel styles that may not yet be mainstream but signal emerging trends), “trendy” (early adopters who will help spread the trend), and “mainstream” (the broader consumer base). AI can also enhance product diversification by identifying overlooked trends from specific demographics, especially those that vary by country or region. By factoring in elements like skin tone, cultural preferences, and local demographics, AI enables fashion and beauty brands to develop products tailored to the unique needs of each market.

One can expect that in 2025, AI will revolutionise how fashion trends are forecasted, enabling brands to pinpoint not only what is trending but also what has staying power. AI-powered platforms like WGSN’s TrendCurve and Heuritech’s systems can streamline trend forecasting by analysing millions of data points from social media, runway presentations, and e-commerce sites to determine which styles are likely to endure. As the fashion industry continues to embrace AI, brands can harness these tools to collaborate with influencers in real-time, enhance personalisation, and offer diverse, culturally relevant products tailored to global and regional markets.

The Metaverse & Digital Fashion Revolution

In 2025, consumers could see even more AI-generated virtual fashion collections, with brands pushing the boundaries of digital couture. AI can enable designers to create virtual collections at scale, while avatars and virtual influencers become central to how customers engage with fashion. Brands like Balenciaga and Gucci could leverage this technology to provide fully immersive, AI-powered shopping experiences, where customers can not only try on virtual garments but also explore new digital realms designed specifically for virtual fashion.

AI-exclusive collections, created by an AI designer and marketed as a “capsule collection,” could revolutionise the fashion industry. According to the PWC Global Artificial Intelligence Study, we may eventually see fully interactive and customised designs where AI generates garment mock-ups sold online, produced in small batches through automated manufacturing. Design adjustments could then be made based on user feedback, enabling a dynamic and personalised approach to fashion. Therefore, by embracing AI in virtual fashion and capsule collections, brands can pave the way for a more interactive, personalised, and sustainable future. This shift not only redefines how fashion is created and consumed but also opens the door to innovative consumer experiences that blend the digital and physical realms seamlessly, allowing fashion to be more inclusive, accessible, and tailored to individual tastes and preferences

Luxury Watchmaking

LUXUO spoke to Ashok Soman, editor-in-chief of World of Watches Singapore, for insight into how AI is set to shape the future of luxury watchmaking — from design and production to post-purchase experiences. Soman notes that while the impact of AI on the watch and jewellery industry is still unfolding, one thing is certain — industrial production stands to benefit significantly. Just as AI and machine learning have revolutionised the automotive industry, these technologies could bring similar efficiencies to watch manufacturing. While handcraftsmanship remains untouched — given that fine watchmaking is deeply rooted in artisanal expertise — AI is already making its mark in design. Major watch brands and industrial groups have likely integrated AI into their creative processes, though full autonomy in AI-driven design remains a distant possibility.

When it comes to bespoke or limited-edition watches, AI is unlikely to be a game-changer for mainstream brands. However, independent entities could develop AI-powered tools to assist clients in designing their own unique timepieces or curating exclusive limited-edition collections for private clubs. In a broader sense, AI’s influence will be felt wherever it proves useful, and watchmaking is no exception.

Read More: In Conversation With Ashok Soman on Shaping WOW’s Next Chapter

Post-purchase experiences could also see enhancements through AI-powered services. If a watch’s design process involves CAD (computer-aided design), AI could assist in optimising maintenance schedules or offering predictive servicing. While brands may not lead the charge in this space, third-party platforms could emerge, leveraging AI to connect watch owners with service providers or offering expert advice that traditionally requires consultation with multiple specialists. Whether as a tool for refining production, streamlining design, or enhancing customer engagement, AI is poised to complement — rather than disrupt — the traditions of luxury watchmaking.

For more on the latest in fashion and beauty reads, click here.