Consumer Perceptions of Artificial Intelligence in Fashion Creative Processes: A Case Study of Levi’s
Keywords:
AI-assisted fashion design, brand authenticity, brand value, consumer perception, originalityAbstract
The fashion industry's creative processes have been revolutionized by the growing use of artificial intelligence (AI), especially in design and marketing. However, not much research has looked at consumers' perceptions of AI-assisted creative processes and how they affect uniqueness, creativity, and brand value. Using Levi's as the research context, this study used a qualitative case study to examine customer views of AI in fashion creative processes. The study examined how AI affects consumer perceptions of fashion creativity, guided by Consumer Perception Theory, which explains how customers perceive and analyze information to form perceptions of products and brands. Ten participants who were familiar with the fashion industry completed an online survey to gather data, which was supplemented by a review of academic journals and industry sources. The results showed that rather than taking the place of human designers, AI was seen as a useful tool for increasing productivity and encouraging creative processes. Concerns about authenticity, originality, emotional expression, and the future of human innovation in fashion were raised by the participants. The study came to the conclusion that using AI responsibly and openly is crucial to upholding consumer trust and encouraging innovation in the fashion industry. The results offer useful information for fashion businesses implementing AI technologies and advance our knowledge of how consumers view AI-assisted creativity.
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