by ABFRLadmin | December 26, 2025
In today’s rapidly evolving fashion industry, Aditya Birla Lifestyle Brands Limited (ABLBL) is revolutionising personal style through the power of artificial intelligence (AI). ABLBL, the powerhouse behind renowned labels including Louis Philippe, Van Heusen, Allen Solly, Peter England, American Eagle, Reebok, Van Heusen Innerwear and Simon Carter, seamlessly fuses its storied legacy with AI-led innovation to craft truly personalised fashion journeys. This technology is often used to analyse individual browsing behaviour, purchase history and emerging trends to predict and suggest styles that resonate uniquely with customers’ tastes and lifestyles. This dynamic personalisation transforms shopping from a routine act into an engaging journey tailored to individual moods and cultural contexts. Moreover, such tools enhance creativity by generating lifelike fashion visuals based on detailed descriptions, enabling virtual exploration of styles without physical trials. By integrating AI, ABLBL honours its legacy of setting a new standard for sustainable, inclusive and intelligent fashion that fits the future.
The Power of AI Personalisation: A Win for Consumers and Brands
Artificial Intelligence (AI) is fundamentally transforming how consumers engage with fashion, evolving shopping from a passive activity into an active, deeply personalised experience. By analysing a complex array of data, ranging from browsing habits and purchase history to social trends, AI understands everyone’s unique style preferences and anticipates fashion choices that resonate on personal, cultural and emotional levels. For shoppers, this means opening an app or walking into a store and instantly discovering outfits that feel “just like them” instead of scrolling through endless, irrelevant options. Instead of guessing sizes or worrying about what will suit them, consumers receive curated looks, smarter size suggestions and styling tips that fit their real routines and upcoming occasions.
Van Heusen’s digitally immersive Style Studio in Bengaluru, with fit scanners and virtual trial mirrors and its metaverse partnership with Hungama’s Heftyverse are early showcases of this shift, letting shoppers’ experiment with styles virtually and then buy the looks they love.
This enables Aditya Birla Lifestyle Brands Limited (ABLBL) to deliver highly relevant recommendations that go beyond fleeting trends, reflecting deeper lifestyle nuances and moods. Acting as a dynamic stylist, AI continuously adapts to the consumer’s evolving tastes and needs, ensuring fashion choices remain meaningful and timely while turning shopping from a chore into a guided, confidence‑building experience.
Co-Creating Style: When AI Makes a Fashion Statement
Creativity in fashion is significantly fuelled by Artificial Intelligence, extending far beyond simple personalisation. It has the unique ability to generate lifelike fashion images from detailed textual descriptions, transforming ideas into vivid visual realities. With this technology, whether imagining a textured blazer paired with complementary attire or visualising a stylish ensemble for a special occasion, AI instantly translates these descriptions into photorealistic images. This capability speeds up design, marketing and customer interactions by allowing people to explore styles in immersive, virtual ways without relying on physical samples. By structuring descriptions logically; covering fabric types, colour palettes, fits and moods; AI offers virtually limitless variations, greatly enhancing creative freedom. For brand designers and consumers alike, this technology opens new dimensions in fashion creativity, speeding up prototyping and enabling personalised, engaging shopping experiences that blend technology’s precision with imaginative expression.
The Synergy of AI and Social Commerce
Social commerce is rapidly becoming a key platform where AI transforms fashion marketing and consumer engagement. In India’s fast-growing digital economy, social media strongly shapes attention and purchase decisions.
ABLBL leverages AI to analyse real-time consumer feedback data, enabling sentiment analyses and hence strategies that build authentic brand connections.
Shoppers see trusted creators showcase styles aligned with their tastes, with direct links to buy the same outfits or explore personalised recommendations in a few taps. This seamless blend of peer interactions and AI insights fosters credible, inspiring and socially immersive fashion experiences. Digital fashion commerce turns everyday scrolling into shoppable inspiration that reflects consumers’ values, moods and evolving shopping patterns.
The Perfect Blend: AI drives Sustainability and Operational Efficiency
AI’s influence at ABLBL extends far beyond styling to drive operational excellence and sustainability, both core aspects of the brand’s identity.
ABLBL uses Hyper Local Analysis for events such as weddings, weather, festivals, helps with localised planning, segmentation and demand forecasting across stores and product categories. The company has also built a tool that offers a comprehensive look into inventory across brands, ranking them based on quality and availability. This results in discovery and reuse of existing inventory and reduction of duplicated orders of existing inventory.
This comprehensive approach embeds sustainability into every stage of the fashion lifecycle, affirming ABLBL’s commitment to responsible business. Additionally, AI encourages consumers to make sustainable fashion choices by highlighting environmentally friendly materials and timeless designs that emphasise longevity. Through AI-driven innovation, the company not only enhances efficiency but also pioneers a future where style and sustainability coexist, setting new industry standards for ethical fashion in India and beyond.
The Future of Style: AI as a Creative Catalyst
Artificial Intelligence (AI) is reshaping fashion not only through personalisation but by transforming how brands create, test and amplify ideas at scale.
Van Heusen has used AI for their ad campaigns. Onam 2024 campaign kicked it off where the campaign shots were entirely created using AI. Fast forward to now with their Winterwear campaign and Wedding campaign, the brand was able to create hyper realistic backgrounds, textured clothing and more complex angles utilising more advanced AI tech.
Dynamic creative optimisation helps generate and refine multiple ad variations in real time, continuously improving visuals, copy and offers based on consumer response. AI also uncovers emerging style conversations, cultural moments and micro‑trends across platforms, enabling agile campaign concepts, smarter media investments and sharper brand storytelling.
ABLBL’s AI-driven approach redefines fashion by turning data into dynamic, culturally resonant experiences that captivate and convert. This end-to-end engine empowers brands to stay ahead of trends, fostering loyalty through personalised, real-time engagement. This collaboration between the art of fashion and that of technology ultimately heralds a new generation of creativity.
