From international media targeting and journalist matching to stories, to trend predictions for story angles and online coverage sweeping, AI is delivering an ever-expanding suite of tools providing greater efficiencies in fashion media communications.

Being a relationships-led sector, human-first interaction remains paramount to the work Fabric delivers. AI is some way off from real life relationship building and community engagement. Similarly, AI cannot yet provide the local insights and sector expertise needed to deliver the hyper personalised media strategies for fashion brands seeking short-, mid- and long-term competitive advantage in the face of ever fluctuating global and local market conditions.

Embracing AI for the benefits it offers, the Fabric team continues to lean into AI efficiencies while providing our clients with transparency around how we leverage those AI-driven advantages.