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Is the Rise of AI in the Metaverse a Way to Make the Fashion Industry More Sustainable?

In: Advanced Technologies in Business, Volume II

Author

Listed:
  • Michelle Grillo

    (The University of Salerno (UNISA), Digital Cultures and Sports Research Laboratory (DiCS Lab)
    e-Campus University)

  • Sabrina Bonomi

    (e-Campus University
    University of Ostrava)

Abstract

Digital transformation significantly impacts business growth and development, with the fashion industry once again at the forefront of major technological advancements. From the textile factories that powered the first industrial revolution to current explorations of artificial intelligence (AI), fashion now stands on the brink of a ‘second machine age’ (Brynjolfsson & McAfee, 2014). Over the next 12 to 24 months, AI adoption in the fashion industry is expected to accelerate (Comité Colbert and Bain & Company, 2024), particularly within the metaverse, as demonstrated by companies like DressX and The Fabricant. These organizations leverage AI in both B2C offerings and internal processes, enhancing operational efficiency and sustainability through advanced data management. This chapter addresses a research gap on the use of AI in the fashion metaverse for value generation and capture. Employing a multi-case study approach (Yin, 1993), this exploratory research investigates both the opportunities and challenges of AI implementation, emphasizing its potential to improve value chain efficiency and sustainability.

Suggested Citation

  • Michelle Grillo & Sabrina Bonomi, 2026. "Is the Rise of AI in the Metaverse a Way to Make the Fashion Industry More Sustainable?," Palgrave Intersections of Business and the Sciences, in association with Gnosis Mediterranean Institute for Management Science, in: Shahriar Akter & Md Afnan Hossain & Hélène Yildiz & Demetris Vrontis & Alkis Thrassou (ed.), Advanced Technologies in Business, Volume II, chapter 0, pages 275-297, Palgrave Macmillan.
    • Handle: RePEc:pal:pinchp:978-3-032-03492-2_10
    DOI: 10.1007/978-3-032-03492-2_10
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