Generative AI is revolutionising the fashion industry, offering innovative tools for advertising, marketing, customer engagement and loyalty. As we will see below, according to Shi, Wong and Zou (2025), generative AI is applied in multiple key areas of fashion, from design to consumer experience, and helps improve efficiency and personalisation at all levels. In this article we will highlight its uses in marketing, engagement and customer loyalty.
https://cdn.pixabay.com/photo/2023/10/24/18/54/fashion-8338905_1280.jpg
Imagen de Cosmiiccreations
1. Advertising and marketing
One of the main uses of AI in fashion is the personalisation of advertising campaigns. Thanks to this tool, brands can create highly personalised visual and textual content, from images of virtual models or clothing designs to tailored-to-taste ads. AI’s ability to analyse large volumes of data facilitates the identification of trends and preferences, optimising the effectiveness of marketing strategies.
Another use is the production of creative content: AI can be used to automatically generate images, videos, and text for social media and other marketing channels, significantly reducing production costs and enabling brands to maintain a consistent and engaging digital presence. Furthermore, according to Cronin (2024), several brands have begun to use AI-generated images in their campaigns, achieving striking visuals that are tailored to different markets and cultural preferences.
2. Customer engagement
AI use is also improving interaction between brands and customers. One of the most remarkable applications is the creation of interactive experiences, such as virtual fitting rooms and personalised fashion assistants. These tools increase customer engagement with the brand and facilitate decision-making when purchasing fashion products. In addition, AI-powered chatbots offer real-time personalised recommendations, which also improves satisfaction.
As we saw in the previous point, another key advantage of AI is content customisation. By analysing consumer data, AI can adapt marketing content to individual preferences. This increases campaign relevance and impact—for example, through personalised emails, special offers, or recommendations based on user purchase history and behaviour—which translates into greater customer engagement in such campaigns.
3. Customer loyalty
Thirdly, AI tools also help strengthen the bond between brands and their customers. By providing personalised and relevant experiences, companies can build stronger and more lasting relationships with their audience, as they contribute to the development of more effective loyalty programmes, with personalised rewards and discounts tailored to the customer’s purchasing behaviour.
Similarly, AI can foster the creation of communities around brands, as it allows for the creation of dynamic content, which in turn encourages participation in forums and social networks and reinforces the sense of belonging and engagement with the brand.
Conclusion
Despite its many benefits, the implementation of AI still presents challenges. One of the main ones is to guarantee the authenticity of the content and avoid AI ‘hallucination’, a phenomenon in which the system generates incorrect or misleading information. According to McDowell (2024), this can affect consumer confidence in the brand. Therefore, it is essential for companies to maintain a balance between automation and human intervention to ensure genuine and trustworthy interactions.
Generative AI is transforming the fashion industry in areas such as design, advertising, and customer loyalty. As this technology evolves, brands will be able to leverage it to offer more personalised and efficient experiences. However, it is crucial to address the challenges it entails in order to maximise its benefits and maintain consumer confidence in an ever-changing digital environment.
References
- Cronin, E. (13 August, 2024). ‘Sometimes reality is not enough’: Fashion brands turn to AI. Financial Times.
- Guo, Z., Zhu, Z., Li, Y., Cao, S., Chen, H., y Wang, G. (2023). AI Assisted Fashion Design: A Review. IEEE Access, 11, 88403–88415. https://doi.org/10.1109/ACCESS.2023.3306235
- McDowell, M. (27 de agosto de 2024). Fashion or fantasy? AI hallucinations, explained. Vogue Business. https://www.voguebusiness.com/story/technology/fashion-or-fantasy-ai-hallucinations-explained
- Shi, W., Wong, W., y Zou, X. (2025). Generative AI in Fashion: Overview. ACM Transactions on Intelligent Systems and Technology, 3718098. https://doi.org/10.1145/3718098
