The integration of Artificial Intelligence (AI) in this field has revolutionized creative and productive processes, allowing the generation of digital images, advanced editing and optimization of advertising campaigns without the need for traditional physical processes. The main objective of this study is to analyze how AI has optimized visual creation in fashion, improving process efficiency and reducing costs, without compromising creativity and brand identity. In addition, it explores the use of emerging technologies such as Generative Adversarial Networks (GANs), DALL-E and MidJourney, which have enabled the creation of hyper-realistic images, as well as the emergence of digital models and virtual environments for fashion shows and advertising campaigns. A qualitative analysis was used, examining different market segments: luxury fashion, fast fashion, and sustainable fashion. The use of AI in supply chain optimization, trend prediction, and user experience personalization was also analyzed. The results show that brands committed to sustainability and digital innovation are those that most integrate artificial intelligence into their visual processes. This is reflected in the adoption of digital avatars, virtual fitting rooms, and the reduction of environmental impacts through the minimization of physical production. The conclusions highlight that AI has already established itself as a virtual tool as it facilitates creative processes in fashion. Despite the ethical and creative challenges, it poses, its use continues to grow, driving a more technological and sustainable fashion model that radically transforms the sector and poses a future where the digital and the physical come together.