Atoir’s creative director on blending creativity and technology in new AI campaign

Australian luxury brand Atoir is revered for its fashion-forward collections but this season it’s pushing creative boundaries with its new AI-infused campaign. Cynthia Farchione, Atoir founder and creative director, told Inside Retail that this campaign marks the brand’s first venture into using artificial intelligence. “Traditional ways of operating were no longer serving the business so we wanted to be at the forefront of trialling what AI could do to enhance various aspects of o

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