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The research investigates how AI technologies affect consumer shopping behavior in the fashion industry, particularly among Gen Z.

February 27, 2026JOURNAL OF ADVANCE AND FUTURE RESEARCHOpen Access

Impact Of AI On Consumer Purchase Behavior In Fashion

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The research investigates how AI technologies affect consumer shopping behavior in the fashion industry, particularly among Gen Z.
Explored AI-driven features like personalized recommendations and virtual try-ons
Analyzed consumer interactions with chat boxes
Examined impact on brand loyalty and shopping experience
Investigated data privacy, algorithmic biases, and ethical AI practices
AI personalization enhances consumer engagement and increases conversion rates
Concerns over data privacy and algorithmic biases challenge adoption
Findings suggest that responsible AI can enhance brand loyalty and trust

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Examines how AI influences purchasing decisions in Gen Z, suggesting improved brand loyalty and engagement.

G et al. (2026) studied this question.

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