<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1390-8634</journal-id>
<journal-title><![CDATA[Universitas-XXI, Revista de Ciencias Sociales y Humanas]]></journal-title>
<abbrev-journal-title><![CDATA[Universitas]]></abbrev-journal-title>
<issn>1390-8634</issn>
<publisher>
<publisher-name><![CDATA[Universidad Politécnica Salesiana]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1390-86342024000200015</article-id>
<article-id pub-id-type="doi">10.17163/uni.n41.2024.01</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Comunicación de moda e inteligencia artificial: el caso de Neural Fashion AI]]></article-title>
<article-title xml:lang="en"><![CDATA[Fashion communication and Artificial Intelligence: the case of Neural Fashion AI]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Díaz-Soloaga]]></surname>
<given-names><![CDATA[Paloma]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Pelzer-Peinado]]></surname>
<given-names><![CDATA[Irene]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Complutense de Madrid  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Complutense de Madrid  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2024</year>
</pub-date>
<numero>41</numero>
<fpage>15</fpage>
<lpage>52</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_arttext&amp;pid=S1390-86342024000200015&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_abstract&amp;pid=S1390-86342024000200015&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_pdf&amp;pid=S1390-86342024000200015&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen La inteligencia artificial se ofrece a la sociedad como una herramienta revolucionaria capaz de generar un cambio tan singular como fue la democratización del acceso a Internet a principios del siglo XXI. Las distintas aplicaciones de la IA están facilitando el desarrollo de estrategias de marketing y comunicación adaptadas a las necesidades de los públicos y al establecimiento de relaciones sólidas con estos. Uno de los mercados de consumo más dinámicos es el de la comunicación de moda, por lo que se eligió acotar las aplicaciones de la IA a las marcas de este sector. El primer objetivo es identificar los principales recursos y aplicaciones de IA que se están utilizando para comunicar con los distintos stakeholders de las empresas de moda, en particular con el consumidor final. El segundo objetivo es identificar los beneficios y aspectos positivos junto con los frenos y barreras que la aplicación de esta tecnología supone para las estrategias comunicativas de las marcas de moda. En tercer lugar, se ofrece un estudio de caso que ayude a académicos y profesionales a comprender como el sector de la moda está recibiendo la ayuda de la IA generativa en la creación de campañas. A través de una combinación métodos cualitativos que incluye tres entrevistas Delphi, una investigación hemerográfica de publicaciones profesionales y el estudio de caso de Neural Fashion IA, se ha evidenciado la capacidad de la IA para señalar un factor diferenciador en el mercado que tiene que ver con la sostenibilidad, la personalización de producto y la optimización de los recursos de las empresas. Como principales resultados se destacan la contribución que la IA aporta a la eficiencia de los procesos y en la consecución de objetivos de las marcas (la satisfacción del cliente, su fidelización, el fortalecimiento del posicionamiento y la imagen de marca), la expansión a nuevos mercados y audiencias o la creación de contenido innovador, impactante y atractivo.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Artificial intelligence is presented to society as a revolutionary tool capable of generating a change as unique as the democratization of Internet access at the beginning of the 21st Century. The different applications of AI are facilitating the development of marketing and communication strategies adapted to the needs of the public and the establishment of strong relationships with them. One of the most dynamic consumer markets is fashion communication, which is why we decided to delimit the applications of AI to brands in this sector. First goal was to identify the main resources and applications of AI that are being used to communicate with the different stakeholders of fashion companies, particularly with the final consumer. Second objective was to recognize benefits and positive aspects along with the brakes and barriers that the application of this technology represents for the communication strategies of fashion brands. Thirdly, a case study is offered to help academics and professionals understand how the fashion sector is receiving the help of generative AI in the creation of campaigns. Through a combination of qualitative methods including 3 Delphi interviews, a hemerographic research of professional publications and the Neural Fashion AI case study, the capacity of AI to point out a differentiating factor in the market that has to do with sustainability, product customization and optimization of company resources has been demonstrated. The main results highlight the contribution that AI makes to the efficiency of processes and to the achievement of brand objectives (customer satisfaction, loyalty, strengthening of positioning and brand image), expansion into new markets and audiences, or the creation of innovative, impactful and attractive content.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Moda]]></kwd>
<kwd lng="es"><![CDATA[IA]]></kwd>
<kwd lng="es"><![CDATA[estrategia de comunicación]]></kwd>
<kwd lng="es"><![CDATA[branding]]></kwd>
<kwd lng="es"><![CDATA[retail]]></kwd>
<kwd lng="es"><![CDATA[Neural Fashion AI]]></kwd>
<kwd lng="en"><![CDATA[Fashion]]></kwd>
<kwd lng="en"><![CDATA[AI]]></kwd>
<kwd lng="en"><![CDATA[communication strategy]]></kwd>
<kwd lng="en"><![CDATA[branding]]></kwd>
<kwd lng="en"><![CDATA[retail]]></kwd>
<kwd lng="en"><![CDATA[Neural Fashion AI]]></kwd>
</kwd-group>
</article-meta>
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