REGISTRO DOI: 10.69849/revistaft/ch10202504040804
Michelle Lins de Lima
Abstract
Artificial intelligence (AI) is reshaping the fashion industry, promoting more personalized and efficient shopping experiences. The integration of AI with data analysis allows brands to predict consumer trends and offer recommendations tailored to the individual preferences of each consumer. Brands are leveraging large volumes of data, such as purchase histories and online interactions, to adapt their offerings and create unique shopping experiences. AI has transformed customer service, with the use of chatbots and virtual assistants providing continuous support, helping consumers make more informed and personalized decisions. In addition to enhancing the customer experience, AI is also promoting more sustainable practices in fashion, such as on-demand production and personalized clothing. These practices enable the creation of custom-made pieces, catering to the preferences and demands of consumers while reducing waste. By using AI tools to create personalized clothing, brands can offer an experience more aligned with the customer’s desires, while minimizing the need for large inventories, contributing to a more sustainable future. Recent studies highlight the crucial role of AI in building stronger customer loyalty by creating more engaging and personalized shopping experiences. AI’s ability to analyze data and understand consumer behavior enables brands to connect with their customers on a deeper level, promoting a more efficient and effective shopping experience. In this way, artificial intelligence is not only transforming the fashion shopping experience but also shaping a more connected, creative, and sustainable future for the industry.
Keywords: Artificial Intelligence, Fashion Personalization, Sustainability in Fashion, Customer Experience, On-Demand Production.
Artificial Intelligence (AI) is transforming the fashion industry, particularly in terms of personalization and customer experience. By integrating AI and data analytics, fashion brands can predict consumer trends and offer personalized recommendations that cater to the individual preferences of each consumer. Through AI algorithms, large volumes of data, such as purchase history, browsing patterns, and social media interactions, are analyzed to understand customer tastes and forecast future demands. This allows brands to create more personalized shopping experiences by offering clothing and accessories that align with each customer’s style, body type, and lifestyle. As a result, AI enhances customer satisfaction by presenting more relevant and curated options, which boosts engagement and conversion rates.
Figure 1: Ai in Fashion.
Source: Solulab.
In addition to personalized recommendations, AI-powered chatbots and virtual assistants are revolutionizing customer service in fashion retail. These technologies provide 24/7 real-time support, assisting customers with everything from product inquiries to style advice. Chatbots can conduct natural, human-like conversations, guiding consumers in product selection, offering fashion tips, and even helping with size recommendations based on individual preferences and measurements. This improves customer satisfaction and delivers a seamless shopping experience, particularly on online and mobile platforms. Virtual assistants are increasingly being integrated into both physical stores and e-commerce platforms, enabling consumers to interact with technology in a more intuitive and user-friendly manner.
Another significant advancement driven by AI is the rise of on-demand fashion and the personalized production of clothing. Using AI-based tools, brands can create custom clothing and accessories based on individual customer requirements such as size, fit, fabric, and style preferences. This technology enables the manufacturing of made-to-order pieces, reducing waste and eliminating the need for excess inventory. Consumers can now enjoy fashion that is not only unique to their personal style but also aligned with sustainability goals. AI is enabling the fashion industry to move toward a more sustainable, efficient, and personalized future, where each piece is created based on the specific desires and needs of consumers.
In summary, AI is reshaping the fashion industry, offering a more personalized and customer-centric experience. From predictive analytics and virtual assistants to on-demand fashion and customized clothing production, AI makes shopping more tailored and efficient, elevating the consumer experience in ways that were previously unthinkable. The study by Guo et al. (2023) explores the integration of enhanced personalization and multimodal interfaces in the field of fashion design and recommendation. The research highlights the growing demand for personalized fashion experiences and the potential of multimodal interfaces to facilitate effective communication between designers and users. By leveraging user preferences, body measurements, and style choices, AI systems can provide highly personalized fashion recommendations. The integration of different input modalities, such as text, images, and sketches, allows designers and users to easily share design ideas. Key findings from the study emphasize the transformative potential of enhanced personalization and multimodal interfaces, enabling designers and consumers to co-create unique, customized designs. This paradigm shift fosters a deeper level of engagement and creativity in the fashion industry, creating new opportunities for designers, brands, and consumers, ushering in a new era of innovation and creativity in fashion design.
The study by Kaur, Singh, and Singh (2022) explores the role of artificial intelligence in enhancing the customer experience both in online and physical stores. The authors highlight how AI is becoming an integral part of the retail industry, transforming the way businesses interact with customers. The research aims to uncover methods for organizations to effectively utilize this technology, whether in online or physical stores, to improve customer engagement and satisfaction. Additionally, the study offers insights into how AI can continue to enhance the customer experience in future fashion purchases and emphasizes its potential to become a permanent feature in consumers’ daily interactions.
The study by Sahne and Daronkola (2025) examines the impact of artificial intelligence (AI) on customer loyalty in the luxury fashion market. The authors investigate how AI-driven tools influence customer trust, satisfaction, commitment, and engagement, factors that directly affect loyalty. Using structural equation modeling (SEM), the research analyzes data from 406 luxury consumers in Iran, collected through the DigiKala e-commerce platform. The results highlight that AI significantly enhances customer loyalty by positively influencing trust, satisfaction, commitment, and engagement, with satisfaction and engagement acting as key mediators between AI and loyalty. However, trust did not have a direct impact on loyalty. This research, one of the first to explore the effect of AI on customer loyalty in the luxury fashion sector, underscores the importance of AI-driven personalized experiences in strengthening customer relationships and increasing loyalty, providing valuable insights for luxury brands on how to use AI to enhance consumer engagement.
The study by Perera et al. (2024) explores the evolution of e-commerce and its transformative impact on the retail industry, particularly in the fashion sector. With global sales expected to reach $6.4 trillion by 2024, the fashion industry is increasingly utilizing artificial intelligence (AI) for product recommendations, inventory management, and personalized consumer experiences. However, challenges still exist in areas such as image classification, sentiment analysis, personalized recommendations, and trend forecasting. To overcome these challenges, the authors develop a comprehensive fashion intelligence system that integrates multimodal data fusion, combining predictions from different models to provide a holistic and accurate forecast of fashion trends. The system uses explainable AI (XAI) to improve the interpretability of sentiment analysis and a hybrid recommendation system that combines fashion styles with personality traits for more accurate suggestions. Additionally, adversarial learning techniques are implemented to enhance the robustness and security of image classifiers. The goal of the system is to significantly improve the online shopping experience by providing consumers and sellers with personalized, accurate, and up-to-date fashion trend recommendations.
The study by Menon et al. (2024) presents a transformative platform that combines artificial intelligence with fashion personalization. This innovative platform allows users to interact with an intuitive interface, translating their style visions into unique clothing designs. By using machine learning, the system analyzes content and style images, intelligently transferring selected stylistic elements to create a harmonious combination. The result presents personalized, stylized objects, each reflecting the user’s chosen style combined with a subset of the original content. This project not only redefines fashion personalization but also represents a unique application of AI in creative expression. The authors invite collaboration and support to shape a future where technology plays a central role in the revolution of personalized clothing design.
Finally, the study by Ameen et al. (2020) explores how artificial intelligence (AI) is revolutionizing customer interactions with brands, especially in the context of AI-enabled customer experiences. The research analyzes how the integration of AI in the purchasing process improves the customer experience. The authors propose a theoretical model based on trust and commitment theory and the service quality model. An online survey was conducted with customers who had used AI-enabled services from a beauty brand, collecting 434 responses analyzed through partial least squares structural equation modeling. The results highlight the significant role of trust and perceived sacrifice as mediators of the effects of perceived convenience, personalization, and AI-enabled service quality. Additionally, the study reveals the crucial impact of relationship commitment on AI-enabled customer experience. This research contributes to the literature by revealing the mediating effects of trust and sacrifice, while also emphasizing the direct influence of relationship commitment on customer experience, offering practical insights for retailers seeking to implement AI in their customer services.
The integration of artificial intelligence (AI) in the fashion industry is profoundly transforming how brands and consumers interact. From personalizing product recommendations to creating on-demand pieces, AI has allowed brands to offer shopping experiences more aligned with the individual desires and needs of consumers. By analyzing large volumes of data, companies can predict trends and adjust their offerings, which not only increases customer satisfaction but also improves conversion rates and engagement. Furthermore, the use of AI-based chatbots and virtual assistants has provided more efficient customer service, creating a continuous and seamless shopping experience, whether online or in physical stores.
Additionally, AI is driving more sustainable practices in fashion, such as on-demand production and personalized pieces. This approach not only minimizes waste but also allows consumers to acquire clothes that meet their specific tastes and needs. The ability to integrate various input modes and use recommendation systems to adjust product designs based on customer preferences is setting a new standard of interactivity and personalization. Recent research indicates that these innovations are transforming the industry, promoting a new era of creativity and collaboration between brands and consumers.
Finally, the evolution of AI in fashion is not just about technological improvements; it is also shaping how companies understand customer loyalty and the importance of building deeper, more personalized relationships. Through data analysis and personalized customer experiences, brands can foster more effective and long-lasting engagement. Thus, AI is not only revolutionizing the way we shop but is also creating a more sustainable and connected future for the fashion industry, aligning innovation and personalization with the demands of modern consumers.
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