But oft forgotten is the risks it poses. The cybersecurity of fashion brands is increasingly at risk as they adopt AI and Generative AI (GenAI) solutions.

And as cyber attackers become empowered by the sophisticated capabilities of AI technologies, cyber crime is expected to increase, meaning cybersecurity measures are in dire need of robust new solutions.

As such, WTiN looks at the three main ways fashion cybersecurity and intellectual property (IP) is at risk from the adoption of AI.

1. Fashion enterprises at risk of financial fraud
Deepfake technologies have snowballed widespread attention for their supposedly comedic mockery of public figures. But controversially, deepfakes – AI-generated images, videos or audio that depict and impersonate real people – are also wrongfully used to create abusive material, forge hoaxes and commit financial fraud.

In 2024, for example, a finance worker at a multinational firm found himself the victim of cyber-fraudsters when it became apparent their colleagues – on a video call – were deepfake constructions. “The elaborate scam saw the worker duped,” reported Hong Kong police. By then, believing their chief financial officer