AI in textiles – deeply embedded
We know what AI does—we work with LLMs (large language models) such as ChatGPT, Gemini, DeepSeek, Claude, Mistral, and others on a daily basis. Less visible—but no less important—is what happens behind the scenes, where another revolution is unfolding that will fundamentally change the entire process, from creation to marketing. These digital processes have penetrated much deeper than many realize: AI is already being used, for example, to design new weaves and patterns—an influence that is particularly noticeable among younger designers. AI has also become indispensable in developing and testing prototypes, sourcing materials, and reducing material use.
A complex and risky production process
Weaving textiles is complex. Weavers speak of more than fifty steps—from cultivating flax or cotton, for example, to a product ready for use in furniture, clothing, interiors, and more. That something can go wrong at every step needs no explanation. Until recently, the result only became visible in the first prototype of the finished product—quite late in the process. The use of data, AI, and digital twins helps manage risks in production. But there is more: the way consumers discover products will also change radically.
Digital twins in textiles
Digital twins are digital copies of reality. Thanks to vast amounts of data, they can replicate that reality extremely well—sometimes so well that certain prototyping steps can be skipped entirely. They also redefine design concepts, material visualization, data integration, and the use of new products. Before even a single meter is woven, you can already see the result. With new technological tools such as XR, this goes even further: a sofa, curtain, wallpaper, or even an entire concept for a home, office, or future construction project takes shape as if it already existed.
The marketing potential of VR to XR
Belgian textile companies and digital twins
One homegrown example is Brutex, a Belgian company investing in digital twins of its own fabrics. Brutex developed a digital tool that illustrates how a fabric can be used. The digital fabrics are stored in digital libraries as 3D models, textures, materials, and colors. Designers, architects, or 3D artists can import this data into their software and simulate the effect of using a particular fabric. Through collaboration across the boundaries of textiles, digital twins emerge of, for example, a piece of furniture or an interior.
Marketing specialists are already warning that discovering new products and making an initial selection will soon no longer happen through physical products, but in the digital world. Competition will therefore increasingly take place in virtual environments.
Not convinced?
Daily gaming is definitively mainstream. Recent research in the Netherlands shows that 45 percent of the population plays a game every day, up from 32 percent a year earlier. Gaming has become a structural part of media consumption and leisure time. The IPO of Virtuix proves this with hard economic figures. The scale of gaming also shows that not only has the technology matured, but the market is ready as well. On top of that, Howest University of Applied Sciences (West Flanders) ranks among the world’s top institutions in game technology. And although gaming primarily exists in the realm of fiction, its influence undoubtedly spills over into textile professionals and consumers alike. Gaming not only shapes changing media behavior, it also influences tastes and preferences—just look at the impact Stranger Things had on fashion.
Transparency as a competitive weapon
Anyone can claim to be “sustainable.” Proving it is another matter. With European regulations such as the Green Deal, the Digital Product Passport (DPP), and the CSRD (Corporate Sustainability Reporting Directive), traceability is no longer optional—it’s mandatory. Where does this fabric come from? Who made it? Under what conditions? What is its ecological footprint? Are harmful substances used?
Transparency goes beyond compliance. It is a competitive weapon. Conscious consumers—you, in other words—want to know what they are buying. No vague promises, but verifiable data. Platforms that provide clear, reliable information about origin, materials, and production ethics gain an advantage. If you have nothing to hide, show it.
Data is the new instinct
Which fabric was viewed most often? Which color caused drop-offs? Which print was endlessly configured but never ordered? In the future, decisions will no longer be based on gut feeling alone, but on data. Real-time insights, smart dashboards, and behavioral analysis help brands respond faster and more accurately to what works—and what doesn’t.
Textile functionalities—such as durability, fire resistance, water repellency, or UV resistance—will no longer remain buried in tables with hard-to-interpret codes, but will become the foundation for informed decisions by both consumers and professionals.
This translates into choices that better reflect real preferences rather than assumptions. Less noise, more relevance.
Conclusion: digital experience is the new discovery
Digital showrooms, 3D configurators, and immersive platforms where you don’t just see fabrics, but experience them. Zooming in on a weave, comparing colors and functionalities, adapting a design before a single meter of fabric is woven—it’s all possible, and it’s already happening.
For you as a consumer, this means fewer bad purchases and more confidence. You no longer have to guess what a fabric will look like “in real life” or whether it will meet your requirements, because reality increasingly begins digitally. By 2030, textiles will first be viewed, tested, and validated in a virtual environment before a conversation even takes place between brand and manufacturer. Efficient? Absolutely. Intuitive? Yes. And above all: less waste.
