This study explored the influence of Visual Generative Artificial Intelligence (AI) on personalized marketing in the fashion industry, focusing on the relationship between brand communication and consumer satisfaction in the context of the growing use of Generative AI. Utilizing a quantitative approach, data were collected from 291 respondents via a structured survey. The findings, grounded in the Theory of Interactive Media Effects (TIME), indicate that personalized marketing, as a facet of brand communication, positively correlates with consumer satisfaction. This relationship is enhanced by Visual Generative AI, which improves brand-consumer engagement. The study concludes that Visual Generative AI is likely effective in supporting brands' personalized marketing efforts by enabling the creation of tailored systems that enhance consumer satisfaction and engagement.
Zhang et al. (Tue,) studied this question.