Commercial Surveys

Commercial Surveys

How AI Strategies Can be Used to Create a New Customer Experience In The Fashion Industry

Document Type : Original Article

Authors
1 P.hd Business management
2 2. Professor, Department of Business Administration, Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran
Abstract
The aim of this research is to investigate and evaluate the role of artificial intelligence (AI) in improving customer experience in the fashion industry. Given rapid technological developments and rapid changes in customer tastes, this research seeks to design and validate a model that uses artificial intelligence to create innovative and personalized experiences. This research is applied in the nature, and qualitative in the approach, based on grounded theory. The participants population includes 20 marketing experts, AI technology developers, and customers who actively use AI-powered services. Data were collected through semi-structured interviews and were analyzed using MAXQDA software and a three-stage coding method (open, axial, and selective). The findings show that artificial intelligence can improve customer experience through personalization of offers, prediction of consumer behavior, and supply chain optimization. Tools such as chatbots and predictive analytics help brands engage with customers more effectively. The causal, contextual, and intervening conditions identified in this study form a framework for the targeted use of AI. The results demonstrate that AI can fundamentally transform the fashion industry. This technology not only optimizes design and production processes, but also personalizes the customer shopping experience and increases its loyalty. Paying attention to the ethical aspects of using AI, such as data privacy, is essential for sustainable success. The presented model can be a practical guide for fashion brands to effectively utilize new technologies.
Keywords

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DOI: [10.1001/ef.1402.5678](https://doi.org/10.1001/ef.1402.5678)
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Volume 23, Issue 131 - Serial Number 131
May and June 2025
Pages 119-139

  • Receive Date 01 March 2025
  • Revise Date 20 April 2025
  • Accept Date 07 May 2025