Reshaping Customer Experience with Generative AI: Insights from Fashion Experts
(A2025-130331)

AUTHORS

Nima Taraghi, University of Padova; Enrico Scarso, University of Padova; Kathrin Kirchner, Technical University of Denmark

ABSTRACT

This study investigates how Generative AI enhances customer experience in fashion retail across the entire customer journey. Based on expert interviews and current literature, and using the AIDA model (Attention, Interest, Desire, Action), it finds that GenAI enriches brand visibility, personalization, and engagement through tools like virtual try-ons, AI-generated visuals, and tailored content. While these technologies attract and retain customers, over-reliance may reduce authenticity, especially for luxury brands that value the human touch. This study offers a 360° view of GenAI’s impact on fashion customer experience and highlights the importance of balancing automation with creativity. It recommends strategic use of GenAI to complement, not replace, human input. GenAI can streamline shopping, improve service, and support post-purchase care, provided it is used transparently. The findings offer practical insights for optimizing AI integration in mass-market and luxury retail.