Role of artificial intelligence in increasing productivity of UK fashion industry

Business and Management
Dissertation
(Role of artificial intelligence in increasing productivity of UK
fashion industry)
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Table of Contents
A) Introduction ................................................................................................................................3
B) Theoretical background and research focus................................................................................3
Review key publications and themes..........................................................................................3
Aims and objectives, and research questions..............................................................................6
C) Justification and contextualization..............................................................................................7
Importance of research................................................................................................................7
Reasons for analysing and findings research..............................................................................7
Build on the existing body of evidence ......................................................................................8
Time and respond to existing needs............................................................................................8
D) Methodology ............................................................................................................................10
REFERENCES..............................................................................................................................13
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TITLE: Role of artificial intelligence in increasing productivity of UK fashion industry.
A) Introduction
Artificial intelligence is explains as stimulation of the human intelligence in the machined
which programmed to be think like the human being and also mimic their actions. It can be
applied to machine which exhibits the traits related with human mind like problem solving and
learning. The main purpose of Artificial Intelligence is to enable the computers to be perform in
problem solving, understanding the human communication, decision making and others. This
research is based on fashion industry that consists four levels which are; production of raw
material, mainly textiles and fibres but also fur and leather, production of fashion goods by
designers, contractors, manufactures and others, retail sales; and different forms of promotion
and advertising (Thomassey and Zeng, 2019). M&S is a chosen fashion retailer that specialises
in selling of clothing, food products and home products. It was founded in 1884 by Michael
Marks and Thomas Spencer. Information technology is a biggest part of the business success and
growth because it will help them in attraction of large customers easily. Marks & Spencer
company has been teamed up with the Twilio to develop AI communication system across the
contact centres and stores that employing cloud based system.
Main rationale behind conducting this research is to identifying the role and complexities
in implementing artificial intelligence in productivity of UK fashion industry. There will be
examined about the various ways through which firm can deal with the artificial intelligence
challenges effectively.
B) Theoretical background and research focus
Review key publications and themes
This is a part of literature review that will helps investigator in gathering of secondary
information from publication studies. Literature review is the essential process of gathering
secondary information regarding particular subject. There are various sources that has been used
by investigator for gathering secondary information about the artificial intelligence and its role in
enhancing productivity and performance of UK fashion industry. These sources are magazines,
books, publication research etc. All these are effective and useful sources of gathering secondary
data regarding the topic (Kim and Lee, 2018). Main purpose of literature review is to find out or
analysis gaps in previous investigation. Within a study main research gap is the impact of
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implementing the artificial intelligence and its main role in productivity of the UK fashion
sector. In previous studies, there were data available about the benefits and drawbacks of
artificial intelligence but there is insufficient or missing information about its impact on
productivity of fashion industry and company. In order to overcome these gap, there are some
themes that will be made by researcher according to the research questions (Gardetti and Torres,
2017). These are:
Theme 1: Understanding regarding artificial intelligence
As per opinion of B.J. Copeland (2020) Artificial intelligence is a wide ranging computer
science branch that is relate with developing smart machined which capable of performing the
tasks. It is interdisciplinary science with several approached but deep learning as well as
advancement in the machine learning are developing paradigm in virtually each sector of tech
industry. Main characteristic of the artificial intelligence is ability to be take actions as well as
rationalise which have better chance to attaining particular objectives. In context to this,
Artificial intelligence system will demonstrate some behaviours related with the human
intelligence such as knowledge representation, manipulation, learning, reasoning, planning and
others. This kind of technology adapts by progression the learning algorithms. It let data for
doing the programming (Sohn and et. al., 2020). It searches the regularities and structure in the
data so that algorithm acquired skills. Back propagation is Artificial Intelligence technique that
permits model to be adjust by added data and training. It is mainly based on principle that the
human intelligence can explained in such a manner that machine can mimic in easy manner and
also execute tasks from simple to those even complex. Goal of the artificial intelligence consist
reasoning, perception and learning.
Theme 2: Role of artificial intelligence in increasing productivity of UK fashion industry
As per viewpoint of Dominic Machado (2019), The market intelligence organisation
International Data Corporation founded that in year 2019, there are around 40% of retailers will
developed new customer experience by using the artificial intelligence platform. In this present
time, firms are mainly selecting to move away from the traditional shopping ways through using
the automation technology as necessary tool of purchasing experience. Fashion industry is more
about developing the demand as well a brand awareness as this is all about production of the
fashion items. The apparel and clothing brand are looking constantly for the new ways in order
to get products in front of the purchasers and develop awareness in market. Fashion brands are
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