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cover of episode Fashion Forecasting: Arti Zeighami on Implementing AI at H&M Group

Fashion Forecasting: Arti Zeighami on Implementing AI at H&M Group

2020/11/10
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Me, Myself, and AI
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Arti Zeighami
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Sam Ransbotham
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Arti Zeighami: 我对人工智能的兴趣始于青少年时期阅读阿西莫夫的科幻小说，对书中运用数学模型预测未来的“心理史学”理论着迷。我的多元化背景（咨询顾问、工程师、战略家等）帮助我更好地理解并推动AI在传统行业（如零售业）的应用，这需要转变人们的思维方式，而非单纯的技术能力。H&M从2016年开始探索AI，最初从个性化推荐入手，目标是提升客户沟通和产品推荐的精准度。我们并非预先设定AI使用案例，而是从实际业务挑战出发，逐步推进AI应用，避免集中力量在一个领域，而是全面提升各个环节。我们提倡“增强型智能”（Amplified Intelligence），强调人机协作，将AI与人类的经验和直觉相结合，以达到最佳效果。在H&M的定价策略中，AI算法的定价结果优于人工，而AI算法与人工结合后的效果则远超单独使用AI算法。我们的AI应用并非集中在一个领域，而是通过从小规模的成功案例出发，逐步扩展到其他业务领域，实现全价值链的覆盖。我们采用敏捷开发模式，从小规模实验开始，快速迭代和扩展，不断学习和改进。H&M的企业文化（注重创新和持续改进）以及内部协作模式（DevOps，跨部门团队合作）促进了AI的成功应用。 Sam Ransbotham: 成功的AI应用需要关注价值创造，而非单纯的技术能力建设，并强调人机协作的重要性。AI应用不能先建好系统再找人用，而应该从实际业务挑战出发，与业务人员共同开发和实施。 Shervin Kodabande: (无核心论点，主要为引导和总结讨论)

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Chapters
Arti Zeighami's interest in AI started in his teenage years through science fiction, leading him through various roles before focusing on AI in fashion retail at H&M.

Shownotes Transcript

Arti Zeighami’s interest in artificial intelligence started when he read science fiction as a teen. Yet as head of advanced analytics and AI for global retailer H&M Group, his leadership style focuses on reality: first building a business case and a proof of concept, and then undergoing an agile process of iteration and scaling, failure and success, measurement and improvement.

In this episode, Arti talks about weaving AI into the value chain in the fashion industry — specifically around personalization, pricing, merchandising and forecasting. He has coined the term amplified intelligence — where humans and machines work together — and in this episode shares stories and practical tips on how teams can get started and scale successfully. Read the episode transcript here).

Read more about our show and follow along with the series at https://sloanreview.mit.edu/audio-series/me-myself-and-ai).

Me, Myself, and AI is a collaborative podcast between MIT Sloan Management Review and Boston Consulting Group. Its engineer is David Lishansky, and its coordinating producers are Allison Ryder and Sophie Rüdinger.

Guest bio: Arti Zeighami is a senior executive and a business leader at H&M Group. As chief data and analytics officer, he is responsible for all AI, analytics, and data capabilities across all of the company’s brands.

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