As a company that predicts the future, utilising best-in-class technology is in our DNA. We have, therefore, been quick to adopt Artificial Intelligence while also mindful of its blindspots, bias and the need for complete transparency.
Key examples of where we are harnessing AI include our GenAI search engine, Pulse, which crafts bespoke answers from WGSN forecasts, data and visuals to enable our clients to get the results they need fast.
We are also increasingly using AI to automate and augment previously manual tasks in order to increase the time and capabilities we can dedicate to the precise analysis and forecast applications that we are famous for.
For many years we have used AI and machine learning in our data modelling and for image recognition. We use AI in our copy creation process to ensure a consistent tone of voice, QA our proof points and improve clarity. We use AI in our translation processes. We may also use it to augment regional case studies or reach the few countries in the world where we don’t have forecasters and researchers on the ground.
Most importantly, AI is increasing the accuracy with which we can forecast volumes and the longevity of trends, always with analysts in the feedback loop process to ensure pinpoint accuracy.
We have also introduced the WGSN Score – an expert-led, 75-point process for ensuring every product and trend forecast meets our market-leading standards.
It is the combination of proprietary data sources, forecast models, expert industry forecasters and AI collaboration that continues to make us the most accurate and most relied-upon trend forecaster worldwide.
WGSN AI image policy
WGSN also uses AI tools to generate fresh, future-focused concepts and designs – we call it visual forecasting. We recognise this as an area where it is particularly important to tread carefully and we are committed to ensuring AI images are published openly and responsibly while respecting intellectual property rights. For transparency, we clearly credit our AI-created imagery as used on WGSN.com as "WGSN AI Image”.
Externally produced, artificially generated images may also be used in our content from reputable and reliable sources showcasing the same transparency as our own. We carefully vet each image, ensuring they meet our standards and are appropriately credited before publication. We will not publish any AI-generated content where the original creator cannot be verified.
Ethical considerations and safeguards
The responsible use of AI is paramount. WGSN is dedicated to upholding the highest ethical standards in all our AI initiatives:
- Transparency: we are committed to transparency in how AI is used within our processes, ensuring our clients understand the role of technology in our offerings
- Data Privacy and Security: the protection of client data and proprietary information is a top priority. All AI applications adhere to stringent data privacy regulations and security protocols
- Bias Mitigation: we are actively working to identify and mitigate potential biases in AI algorithms to ensure our insights remain objective and inclusive
- Human Oversight: AI systems at WGSN operate under the continuous oversight of our human experts. Critical decisions and creative interpretations remain firmly in the hands of our seasoned professionals
The future of AI at WGSN
WGSN is dedicated to continuous learning and adaptation in the rapidly evolving AI landscape. We will continue to invest in research and development, explore new AI frontiers, and collaborate with leading experts to ensure our AI strategies align with our mission to be the world’s most trusted trend forecaster.
For further enquiries regarding our AI usage, please email us at contactus@wgsn.com