4 minute read
AI Will Change Everything” Sizolution’s Vahe Taamazyan
Vahe Taamazyan is an expert in the fields of Artificial Intelligence and Machine Learning. In 2015, he launched Sizolution with two business partners. The AI start-up offers innovative Omnichannel solutions for the exact determination of size and fit, as well as personalised customer contact. In Russia and the CIS states, Sizolution successfully co-operates with partners such as KupiVip, Decathlon, and Bask. 2019 marks the start of partnerships with renowned retailers in Germany and the EU. The new headquarters of the start-up will be in Berlin. Interview: Martina Müllner-Seybold. Photos: Sizolution
Artificial intelligence and machine learning will be the most disruptive innovation we will ever experience. To what extent do you think it will change our approach to fashion?
On the one hand, AI and machine learning are just the logical next step in a long process of automation that started centuries ago. On the other hand, it is indeed very disrupting and is going to affect all industries. It standardises the whole automation process. One merely needs to collect enough relevant data, deduce the right machine learning algorithm, and train it. AI is based on data, not pre-programmed algorithms. That’s the game-changing difference. And this difference now makes it possible to automate things that are too complicated for humans, such as making decisions based on vast amounts of data. As a technology, AI is merely an enabler for better automation and new opportunities, for business models that were considered impossible before. That’s why it will reshape the fashion industry, as well as every other industry. Ultimately, AI will change everything.
What will improve for the consumer?
There are so many benefits; it’s hard to pick just one. It’s similar to thinking about what kind of benefits computers would bring 40 years ago. AI will improve products and allow more personalised service. In short, one can say that that consumers will feel much more satisfied, because their needs will be more optimally met. Sizolution, for example, solves the most painful problem of fashion e-commerce: size and fit, as well as returns caused by inaccurate sizes and fits. Such problems can only be solved by vast amounts of data and very well-trained AI algorithms. Moreover, AI assists consumers in using the tool, as it is capable of predicting human body measurements based on height, weight, and a body photo. The benefit for consumers is clear: increased order confidence and less hassle with returns.
Sizolution founder Vahe Taamazyan considers artificial intelligence and machine learning to be the logical consequence of centuries of automation - and he believes the development is groundbreaking.
Can you pinpoint a benefit for brands? I’m aware this is an equally vast field…
The most important thing for every business is to make the right decision at the right time. And for that, you need to have the right data and be able to process it correctly. It’s very hard to do this well, especially for a large company and on all levels. This is where AI can help. With AI, it is possible to make better decisions at all levels, ranging from optimal garment shape and size tables to the individualisation of the offer for different regions - possibly even for different individuals. If you know your customers better, you can optimise the whole supply chain. You know who the customers are, what they like, and how this may change over time. All this leads to more revenue and fewer expenses.
How does AI improve the customer journey?
One of the strongest trends of recent years is customer experience personalisation. This is something that is beneficial for customers, retailers, and brands alike. Customers will spend much less time searching for what they want and what would fit them well. Therefore, the customer experience will be much more enjoyable. They’ll be satisfied with the products they purchase. Each of us is unique, has a unique body shape, and a unique taste. Knowing our tastes and treating us as unique individuals wasn’t possible without AI. Now it is. One of the services Sizolution offers, for example, is that products that fit the customer best are always displayed first.
Which human factor in fashion can AI not replace? Some would argue creativity, but then Amazon is already an AI-based fashion designer…
Much in fashion is about emotions, context, and the story behind the product. This is something that is still difficult to replace. It doesn’t mean that AI won’t be able to replace it one day, it just means that there’s still a niche for products designed by humans - at least for some time. AI can help validate the design. It leads to accurate sizing tables and a realistic rendering of products on model photos. However, let’s wait for another 100 years and see whether there’ll be anything left for humans to do.
How can AI help solve the industry’s downsides such as overproduction, surplus stock, and incorrect buying decisions in wholesale and retail?
All the problems you mentioned are related to making sub-optimal decisions despite the presence of vast amounts of data. For example, numerous start-ups that help retailers manage their warehouses more efficiently already exist. Or let’s look at one of the largest e-retailers of fashion, incidentally one of the pioneers in fashion personalisation. Stitch Fix has developed a set of algorithms that analyse available products and predict what items are missing - a blue cardigan in a certain size, for instance. This significantly improves the buying process.
