Resumen de Building a Prosocial Communication Model in the Fashion Sector, Based on Sustainability and Artificial Intelligence, Derived from COVID-19

Lucía Pérez Pérez, María Gatón, Santa Palella Stracuzzi

• Considering communication in fashion from the perspective of sustainability and artificial intelligence allows us to resize its social focus, especially when we contextualize it in the era of COVID-19, which has stopped humanity in a loop, to rethink a new normal that accelerates processes, unthinkable in others historical moments. We see an undeniable trend, where a humanitarian sensitivity towards sustainability in fashion develops, towards the rational and real use of an intelligence in the fashion sector that is no longer artificial but advanced. This research responds to a question that belongs to the world of the social. How to communicate for a society that urgently needs to implement sustainability strategies in the fashion sector, based on artificial intelligence at the service of rescuing the human? In this sense, based on a projective documentary research and a series of in-depth interviews with fashion experts, it allowed us to initiate what aims to lay the foundations of a prosocial communication model in the fashion sector, based on the sustainability of the human being on the planet and, as a corollary, also based on artificial intelligence. The prosocial field is oriented to collaborate and help other people in a positive, productive and social way. Artificial intelligence in fashion, at the service of sustainability and communication, allows us to think with a humanistic approach to communication, where the focus is to understand the human being in a deep way, with an interrelation with artificial intelligence and the increase of sustainability in fashion in different areas of the value chain. This investigation concludes by showing that the implementation of the proposed model of this investigation is plausible.