On Tuesday, 10 November, at 6:00 p.m., El Corte Inglés Málaga will host the lecture 'Design, Showcase, Sell: How AI Has Already Changed Fashion Retail', delivered by Mar Melero, Founder and CEO of Virtual Atelier and Co-founder of FWD Advisors. The event is part of the 'El comercio que viene: tendencias, mercados y nuevos modelos' series, organised by the Chair of Commerce and Digital Transformation.

Artificial intelligence is no longer a promise for the future. It has become a tool that is already transforming different stages of the fashion retail value chain. From product conception and design to image creation, collection presentations and reaching consumers, generative AI is changing processes, reducing lead times and opening up new opportunities for brands and professionals.

Drawing on more than thirty years of experience working with major fashion and retail companies, as well as her current work applying generative artificial intelligence in collaboration with brands, Mar Melero will explore which applications are delivering real value to the industry and which are still driven largely by the hype surrounding this technology.

The lecture will combine a practical overview of the changes already taking place with a look towards the future: how AI could transform the way fashion is designed, communicated and sold, and, above all, what knowledge and skills professionals will need to succeed in the retail industry in the years ahead.

The event will be introduced by Dr Sebastián Molinillo Jiménez, Director of the Chair.