E-commerce giant Amazon isn’t exactly the first name that comes to mind when it comes to high fashion but that may be changing. No, they haven’t hire a team of stylists and designers to develop cutting edge patterns and silhouettes – they have an AI that can do the job instead.

The SanFrancisco based Lab126 (the R+D arm of the company) has developed technology which can create designs based on images of various other items of apparel. Researchers say that the data-based algorithm is most probably for fast fashion—so that Amazon’s AI can analyze new styles and craft similar pieces.

This is not the first time that fashion and robotics have met. In fact, designers have actually considered the idea of automatization for decades with the moral consequences of global job loss, current oppressive workplace conditions in factories and economic pay off. Amazon.com currently makes extensive use of robotic systems in its distribution centers and  even acquired the company behind the technology, Kiva Systems, for $775 million.

As industrial robots spread, Amazon’s artificial intelligence may serve another function.

The machine-learning technique can also decide if an outfit is stylish just by analyzing a few labels attached to the image. This aspect of the AI can use data from Instagram and Facebook to ‘predict’ trends and possibly suggest which outfit, out of two is more fashionable.

The challenge is that when it comes to fashion, it’s not just low price and convenience that count; it’s product, product, product, so the risk is just as much on Amazon to provide great fashion and value, right out of the box,”

As The Verge says, “Amazon’s reach coupled with consumer desire for cheap, trendy clothes could one day create the clothing juggernaut of every clothing retailer’s nightmare.”