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McKinsey's report, "Generative AI: Unlocking the future of fashion," explores the potential of generative AI in the fashion industry. The technology has the potential to help fashion businesses become more productive, get to market faster, and serve customers better. The report suggests that the time to explore generative AI is now. The technology, which includes algorithms that can create new content, such as audio, code, images, text, simulations, and videos, has the ability to handle multiple complex tasks at the same time. Examples of generative AI include GPT#3.5 and DALL#E. The report also mentions the use of generative AI in the fashion industry, such as the creation of new designs and the improvement of the customer experience.