Explore how artificial intelligence is transforming the fashion and luxury industry, from generative design and personalized shopping to compliance with the EU AI Act and Italian AI Law. Learn about key applications, legal challenges, and strategies for responsible AI adoption.
7. The strategic role of legal counsel in the AI adoption process
In order to be compliant, a company must be able to demonstrate, for each AI system, that it has correctly classified the risk level, carried out preliminary assessments, adopted appropriate technical and organisational measures, ensured transparency and traceability, monitored the AI system throughout its entire life cycle, and provided adequate training to the personnel involved. All of this must be documented systematically and be readily available for any inspections by European or national authorities.
In this context, legal counsel should not be seen merely as a controller, but rather as a strategic partner in innovation.
Legal counsel must be capable of translating new regulations into practical operational guidelines for creative and IT teams; collaborating with marketing and design departments in defining an internal AI Policy; and overseeing contractual relationships with technology providers and consultants. All these activities are of strategic importance for companies.
In the fashion and luxury sector, compliance also acts as a reputational lever: a brand that demonstrates the ethical, transparent and compliant use of AI strengthens its credibility vis-à-vis customers, investors and institutions.
