AI-Powered Fashion Marketing: How Brands Create Content with AI
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In this Good to Great Podcast episode, hosts Timea Hejja and Tamara Hejja sit down with George Hartel, Chief Commercial and Development Officer at GQ Group Thailand, to explore a transformation that is reshaping fashion operations in real time: How AI has moved from experiment to infrastructure across every department in a commercial fashion business. A brand positioning document that once took a week to develop now gets completed during a 30-minute train ride. A graphic designer who produced 10 visuals in an hour now produces 100. A photorealistic product image that required a full studio shoot appears overnight, ready for the website by morning. With over 20 years of experience transforming brands and integrating technology-driven strategies across Asia, Hartel shares a perspective that is neither evangelical nor skeptical. It is practical, shaped by the daily reality of running AI systems inside a commercial fashion business where the stakes are measured in revenue, brand equity, and competitive position. What emerges is not a conversation about AI's theoretical potential, but a detailed account of what happens when a fashion company commits to AI fully, what works, what breaks, what changes permanently, and what remains irreplaceably human.
Tune in to hear about:
Why AI's most transformative impact is not on the content it generates but on the speed, scale, and economics of creative work itself, and how productivity expands rather than contracts when teams adopt AI properly
How running consumer insights through AI systems produces less biased content than human teams alone, and why this advantage requires training models on data rather than internal opinions
Why brand voice is not magic but pattern, and how brands that define their voice with enough precision to teach it to machines gain authenticity advantages over those that complain about generic AI output
The coming authenticity crisis: how bad actors can produce convincing fake brand content as AI video generation becomes photorealistic, and why platforms will need verification mechanisms that certified whether content genuinely originates from brands
Why AI adoption is ultimately a leadership challenge about creating permission to experiment, and how the gap between companies that have embraced AI and those that have not widens daily as competitors build capabilities and institutional knowledge