AI in fashion brand building (with Stefan Ilkovics)

In this episode, Konrad Olsson speaks with Stefan Ilkovics, an AI and creativity expert working across fashion, beauty, and luxury. Stefan is currently Creative Director and AI & Innovation Lead at Puig, and co-founder of the generative AI studio Naughty Society. Over the years, he has worked with brands including Cartier, Hermès, A.P.C., Chanel, Saint Laurent, Dior, Nike, and H&M.

The conversation explores where AI stands in spring 2026, how it is changing creative work, and why the real challenge for brands is not speed, but direction. Ilkovics argues that AI should not be treated as a creative force in itself, but as a tool that can extend human vision, if used with discipline. He also reflects on the growing risk of sameness, the future role of creative teams, and why strong brand understanding matters more than ever in an era of unlimited content production.

In this episode, we discuss:

•Why AI should be treated as a tool, not a substitute for creativity

•How fashion and beauty brands can create value with AI rather than simply cut costs

•Why strong creative direction matters more in an age of abundant content

•How brands can stay distinctive as generative AI becomes more widely adopted

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