The self-made multimillionaire who built the $4 billion Skims shapewear empire admits that, until recently, her approach to artificial intelligence was outdated. “I was using AI like a 42-year-old woman,” she said with self-deprecating humor during a recent panel discussion, referring to her cautious, almost superficial engagement with the technology. But a conversation with billionaire investor and entrepreneur Mark Cuban served as a wake-up call—forcing her to reevaluate not only her personal tech habits but also her company’s AI strategy.
A Billion-Dollar Brand, But a Cautious AI Mindset
Skims, founded in 2019, has grown into one of the most valuable privately held fashion brands in the U.S., expanding beyond shapewear into swimwear, loungewear, and men’s collections. While its marketing, fueled by celebrity influence and social media mastery, has been a textbook case in building brand loyalty, AI adoption inside the company had been limited.
The founder admitted that her AI usage revolved around simple tasks—basic email drafting, content formatting, and lightweight market research. “I thought I was keeping up,” she said. “But in reality, I was scratching the surface.”
The Mark Cuban Intervention
It was during a private conversation with Mark Cuban, known for his investments in tech-forward startups and his outspoken advocacy for embracing innovation, that the turning point came. Cuban reportedly told her, “If you’re not building AI into every core function of your business right now, you’re already behind.”
That remark reframed her thinking. Cuban stressed that AI isn’t just a productivity tool—it’s a competitive moat. From supply chain optimization to customer personalization, AI can automate decision-making, forecast demand with precision, and even innovate new product lines.
The Post-Cuban Pivot
Following the discussion, the Skims founder initiated a top-down AI transformation plan:
- Data-Driven Design: Using AI models to analyze fashion trends and predict which fabrics, colors, and cuts would resonate with different demographics.
- Hyper-Personalized Marketing: Leveraging AI algorithms to tailor ads, influencer partnerships, and promotions to individual customer profiles.
- AI-Powered Supply Chain: Implementing predictive analytics to optimize manufacturing schedules, reduce overproduction, and minimize inventory waste.
- Customer Experience Automation: Introducing AI-driven chatbots that handle 24/7 customer service with more natural, brand-aligned responses.
Why It Matters for the Broader Fashion Industry
This evolution isn’t just about one company—it reflects a broader shift in fashion, where AI is becoming an industry norm. Luxury brands like Gucci and Louis Vuitton are already experimenting with AI-generated designs, while fast-fashion giants use it to cut production cycles from months to mere weeks.
For a brand like Skims, which thrives on staying culturally relevant, AI offers the agility to spot and capitalize on viral moments instantly. More importantly, Cuban’s advice underscores a truth that applies beyond fashion: companies that fail to integrate AI deeply into their operations risk obsolescence.
From Playing Catch-Up to Setting the Pace
The Skims founder now sees AI as a tool for shaping—not just responding to—the market. “Mark made me realize that AI isn’t about replacing creativity,” she said. “It’s about supercharging it.”
Her shift from cautious experimentation to full-scale integration could serve as a blueprint for other entrepreneurs navigating the same technological crossroads. And if the results match her brand’s history of bold moves, Skims might soon not only dominate shapewear but also set new standards for how fashion businesses use AI to stay ahead.
