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Under Armour Turns to Artificial Intelligence to Reel In “Unfashionable” Customers

artificial intelligenceUnder Armour has announced plans to use artificial intelligence at this year’s New York Fashion Week to bring in new customers. Under Armour’s “Be The Exception” campaign will use cameras at different booths to scan the crowds for uniquely attired attendees. Those selected by the A.I. machine will be given a $90 pair of Fresh Foam Cruz Nubuck shoes. Under Armour worked with VML to design the program that scans the fashion in the crowds.

“The idea is to celebrate people who go left when everybody else is going right,” New Balance’s director of global marketing Allie Tsavdarides told Fast Company.

Read the full story at CNBC.