22nd Rencontres Internationales de la Mode, Hyères


The Fédération de la Haute Couture et de la Mode is a partner of the International Festival of Fashion, Photography and Accessories - Hyères, since 2003. Every year, it hosts the Rencontres Internationales de la Mode, with the support of DEFI, to provide a forum for experts to discuss key current topics. 

The 22nd Rencontres Internationales de la Mode focused on Artificial Intelligence. Three round tables were held: 

From predictive AI to generative AI: innovations and new models 

Artificial Intelligence can be seen according three different entities: symbolic, predictive, and generative AIs. Symbolic AI was the first paradigm of AI and aimed at processing symbols and concepts, rather than numerical data. Later on, predictive AI came about to solve business-related issues by collecting statistics to foresee the future. Now, it is possible to create multiples media such as texts, images and even videos with generative AI. Although AI has been around for a long time, it only went viral with ChatGPT, popularising the tool among the public. Designed to emulate human cognitive abilities, there is a need to understand the various facets of this tool to delimit its appropriate use. Whilst it may seem that AI will replace us, the real stakes are in understanding how to use it to drive innovation and generate new models that will enhance our productivity and uniqueness in an ever more competitive world.

Generative AI: ethical, social and legal challenges 

Artificial intelligence has enabled progress in many sectors by driving innovation. As its use becomes more widespread, the risks associated with its use are multiplying. Many companies are turning to AI for their activities and strategies, without factoring in the storage of this data and the possible disclosure of this information. Furthermore, co-creation with AI raises questions in terms of intellectual property law. This in turn leads to ethical, social, and legal issues that need to be addressed. Despite these potential pitfalls, attempts must be made to understand AI and exclude fear. For these reasons, the European Union countries are working together to regulate AI use and draw up European legislation to limit the risks. An AI Act – that would be the world’s first comprehensive AI law – is currently being drafted. In April 2021, the European Commission proposed the EU's first regulatory framework for AI. Nevertheless, only with the joint agreement of the European Commission, the European Council and the European Parliament will it come into force. A series of trialogues between the European institutions are therefore taking place to reach an agreement quickly.

What opportunities for creation in the era of generative AI? 

Generative artificial intelligence can be seen as a creative opportunity for individuals and businesses. To make the most of this tool, which is not intended to replace humans but rather to support us, it must be used in a precise and delimited way that complement our capacities. However, it is paramount that we take a step back from AI technology as it is subject to the same cognitive biases as its creators. This round table was eventually an opportunity to discuss brand strategies and competitive differentiation through generative AI.