Merchandising/Marketing/Retailing: Management

What is the Future of Fashion Retailing with Generative AI? Understanding Consumer Response through Twitter Data

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Abstract

The emergence of ChatGPT and DALL-E has sparked increased discussion about generative artificial intelligence (AI) across all industries. This study aims to investigate consumers’ responses and expectations regarding the potential of generative AI in reshaping fashion retail experiences. Guided by the Technology Acceptance Model (TAM), text mining techniques were employed on Twitter data to analyze consumer responses. The results revealed key themes including generative AI's role in art creation, hyper-personalization, innovative services, and product development. This study contributes a nuanced understanding of consumer attitudes towards generative AI in fashion retail through a combination of existing acceptance theory and text-mining approach, offering insights for industry adoption and future research directions.

Keywords: generative AI, data mining, TAM, consumer response

How to Cite:

Kwon, S. & Kim, N. L., (2024) “What is the Future of Fashion Retailing with Generative AI? Understanding Consumer Response through Twitter Data”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17921