ER
BUTTONSCARVES founder and Modinity Group CEO Linda Anggrea emphasized the imperative for fashion industry players to adapt to technological developments, including the integration of artificial intelligence (AI).
“It is imperative for us to adapt to AI in the present context. Websites can now have personal assistants who are more knowledgeable than real sales promotion girls (SPGs) in stores, for example,” she stated during a discussion held in Jakarta on Friday (9/26), 2025.
Linda articulated her perspective on this trend, positing that it signifies a strategic adaptation to prevailing market trends, thereby facilitating enhanced proximity between fashion brands and consumers.
“How can we effectively communicate with consumers to pique their interest, transforming admiration into a deeper connection, and eventually leading to their disengagement?” she added.
She stated that the use of AI can recommend various consumer needs, making it easier for consumers to find the products they want and that align with their current mood.
Buttonscarves has announced its plans to implement AI, an online personal assistant, on its sales website within the next two months.
When consumers change their minds and want to look for a different product, the online assistant will help them recommend other products they want.
He stated that the development of today’s younger generation, particularly Gen Z, has taught him to improvise products from a conceptual perspective to understand their desires, ensuring that his products are tailored to meet their needs.
Nonita Respati, Founder of Purana and Co-Founder of Fuguku, also made the following statement: Technological advances have the potential to support and accelerate human work, including research.
Additionally, the use of digital platforms can facilitate the generation of product ideas. “So, just take inspiration, and then we utilize our capabilities to ultimately deliver what has become our signature brand,” she added.
She continued, technology is a tool that can be used by humans, but it will not replace the function, aesthetics, or the role of artisans in the creative industry. [antaranews]
