Rebranding Sustainability

The widespread use of fast fashion has led to a complicated web of social, economic, and environmental issues, which has made an immediate ethical shift in the sector necessary. The crucial role that artificial intelligence (AI) plays as a strategic enabler in this sustainability journey has been examined in this chapter. It looks at how AI might rethink and redesign so as to reduce waste in the production processes and improve supply chains for increased transparency. The chapter also looks at AI's potential to transform consumer interaction and ethical marketing by promoting tailored messaging and establishing credibility & transparency. The chapter concludes that AI and sustainability have a symbiotic future, offering the means to create a new and more ethical narrative for the fashion industry while understanding the inherent difficulties and ethical issues.