Background: As the landscape of the fashion industry is challenged by the emergence of big data and high sustainability demands, efficient solutions for product innovation and development are required. Artificial Intelligence (AI) is generating organizational shifts in various industries, but the fashion industry is still very early in its adoption. AI shows abilities to facilitate the challenges of the industry, and its application in creative design and product development processes is estimated to hold potential.

Problem: As the fashion industry is characterized by creativity and human ideation, there is a need to evaluate if AI is compatible with the values of the industry. Management’s attitudes are proven to influence the adoption of digital technologies, leaving implications to study the attitudes of professionals in design and product development towards AI as well. Further, it is relevant to understand the possibilities and limitations of utilizing generative AI in creative processes, to ensure a successful implementation.

Purpose: This thesis aims to investigate the implementation of AI in creative ideation and product development within the fashion industry, particularly exploring the attitudes of fashion professionals toward the relationship between human ideation and AI to determine the industry’s current position.

Method: This study utilized qualitative research design by conducting 10 semi-structured interviews with professionals working in the fields of fashion design, product development, and AI.

Conclusion: The results show that AI is currently not implemented within fashion, among the interviewees. The study identified determinants, such as awareness, attitudes, data, knowledge, objectives, and competencies that influence the adoption of AI, in the early stages. The attitudes toward AI are an essential factor in the early stages of adoption.