The e-commerce industry in China has experienced breakneck growth in recent years, forecasting an estimated $1.38 trillion in revenue this year (eCommerce – China | Statista Market Forecast, n.d.). This phenomenon has driven the fashion industry, which is seeking to capture the attention of Chinese consumers through tailored experiences that leverage the latest technological innovations. Among these, artificial intelligence has emerged as a key tool for delivering a unique shopping experience suited to each customer’s individual needs and preferences.

Custom Fashion Boom in China

As Shin and Yang (2025) mention in their paper, interest in global trends has transformed the way Chinese consumers approach fashion. A clear example of this is the Hallyu phenomenon, or “Korean wave,” fueled by the rise of South Korean dramas and music in the country. This interest has resulted in what is known as K-beauty (cosmetics) and K-fashion, with China being the largest importer of these products. Due to this growing popularity, many Chinese companies are looking to adjust their offer and advertisement to gain greater customer satisfaction, and this is where artificial intelligence plays a crucial role.

AI-powered personalized recommendation systems are gaining ground in the beauty and fashion arena, as they offer an immersive shopping experience tailored to each user’s preferences and allow brands to improve their segmentation and maximize sales.

In China’s scenario, where internet penetration is widespread and digital consumption is steadily increasing, consumers are becoming more and more accustomed to using AI-driven services. Results from recent studies indicate that consumers in their 20s and 30s, familiar with digital environments, are more receptive to emerging technologies such as AI in fashion (Gillis, 2020 in Shin and Yang, 2025). This group is not only looking for convenience, but also for an entertaining shopping experience, where technology adds an enjoyment component. In this sense, AI not only enhances perceived usefulness, but also increases customer satisfaction.

How Does AI Fashion Curation Work?

Artificial intelligence applied to fashion is not limited to providing recommendations based on past data, rather it also incorporates a deep understanding of individual consumer preferences, from their buying preferences to their emotions towards certain styles and products. Research by Shin and Yang (2025) has shown that when consumers perceive an AI-curated fashion service as user-friendly and enjoyable, their purchase intention increases significantly (Ma and Sun, 2020 in Shin and Yang, 2025). This approach not only improves the user experience, but also contributes to customer loyalty. The study further shows that the level of fashion clothing involvement (FCI) plays a key role in the perception of AI services. Consumers with higher fashion involvement find the service easier to use and perceive it as more useful.

Challenges

While AI’s potential in the fashion industry is undeniable, the adoption of this technology also presents certain challenges. Privacy and consumer data protection are key concerns, and it is still unclear how to conduct this collection and analysis in an ethical and transparent manner to avoid potential barriers to technology adoption.

In addition, while AI offers a high degree of customization, balancing automation and human touch is still under debate. While automated recommendations can be accurate, consumers are often looking for an emotional and authentic connection with brands. Therefore, it is crucial for fashion companies to integrate artificial intelligence in a way that not only optimizes the shopping experience, but also maintains the authenticity and human relationship that customers value.

A Promising Future

In the fashion industry in general, but more specifically in China, the market is undergoing an AI-driven transformation, with growing demand for more personalized shopping experiences. As technology continues to advance, AI-driven tools are likely to not only improve their recommendations, but also be applied to design processes, advertising campaigns and consumer interaction. Companies that know how to integrate these technologies effectively will be better positioned to leverage the potential of such a dynamic and competitive market.

In conclusion, artificial intelligence in the fashion industry is here to stay. Understanding consumer behavior and preferences and implementing technologies that customize the shopping experience will help brands establish stronger and longer-lasting relationships with their customers.

References

eCommerce—China | Statista Market Forecast. (n.d.). Statista. Retrieved on March 1, 2025 de https://www.statista.com/outlook/emo/ecommerce/china

Shin, E., & Yang, H. (2025). Effect of Chinese consumer characteristics on the attitude of AI-curated fashion service and the purchase intention of fashion products. Journal of Fashion Marketing and Management: An International Journal, 29(1), 20-37. https://doi.org/10.1108/JFMM-08-2023-0186

Gillis, S.A. (2020). What is digital native? TechTarget. https://www.techtarget.com/whatis/definition/digital-native

Ma, L. y Sun, B. (2020). Machine learning and AI in marketing: Connecting computing power to human insights. International Journal of Research in Marketing, 37(3), 481-504. https://doi.org/10.1016/j.ijresmar.2020.04.005