Work efficiency and creative attempts to secure sustainable competitiveness
LF announced on the 1st that it held the first “2025 Generative AI Business Innovation Challenge” for executives and employees across the company to discover practical improvement ideas using generative artificial intelligence (AI) technology and expand them into pilot projects applicable to actual work.
This contest was an important opportunity to internalize the company-wide AI utilization capabilities and establish an innovative culture.
The contest was held in a way that freely suggested ideas using Generative AI in various jobs such as planning, design, production, sales, marketing, VMD, and CRM.
A total of 18 teams participated during the reception period, and various ideas specific to the fashion industry were submitted, such as deriving AI-based designs, generating virtual fitting images for models, and optimizing demand forecasts.
After document screening and concept verification steps, a total of 10 teams advanced to the finals and conducted pilot tests by applying actual AI tools.
At the final presentation held on the 28th, the best ideas were selected by comprehensively evaluating implementation completion, quantitative work effectiveness verification, technology and tool suitability, sustainability and scalability. Excellent ideas will be tested in actual work through a technology verification process.
At the awards ceremony held on the 28th of last month, three cases were selected as “best ideas,” including the development of an in-house data search system based on images and keywords, the advancement of video content production using AI, and the development of LF mall size error value filters.
“Development of an in-house data search system,” which won the grand prize (first place), is an idea that can check similar styles, past sales insights, and customer reviews in one click using images and keywords. Through this, it was highly evaluated for being able to speed up strategy establishment and maximize work efficiency when planning new products.
“Digital transformation is essential for brands to have sustainable competitiveness in a rapidly changing market environment,” said Kim Sang-kyun, CEO of LF. “Through this challenge, we will discover cases of creative digital innovation centered on the field and actively incorporate them into strengthening AI competitiveness and leading the fashion business.”
Meanwhile, LF is leading various digital innovations using Generative AI at the brand level as well. LF’s flagship brand Hedges is evolving its communication method with customers in three dimensions through innovative attempts such as releasing AI content and using AI models.