The impact of artificial intelligence on fashion: a study of consumer satisfaction in Portugal

Artificial intelligence is widely adopted across sectors, including fashion, to enhance consumer relationships and improve consumption experiences. Tools like chatbots, recommendation systems, personalized advertising content, virtual try-on technologies, and sizing advice are prominent, supporting brand-building efforts. This research aims to provide a specific look at fashion consumption in Portugal to understand which fashion solutions are most valued by Portuguese consumers. A quantitative methodology found that personalized advertising content, chatbots, and sizing advice technologies are the most well-known AI solutions among the sample, while try-on technologies are the least known. In terms of brand communication, personalized advertising content, and chatbots are the tools most familiar to respondents. However, chatbots are viewed less favorably than other solutions, especially regarding speed. Despite not being highly valued for speed and ease of use, consumers acknowledge the potential utility of chatbots, suggesting an appreciation for other aspects of their role in online shopping. Although less known and used, recommendation agents are more highly valued for their utility and speed, emerging as the preferred AI solution among online fashion consumers in these areas. Regarding product and service, try-on and sizing advice technologies were analyzed. Consumers highly value both technologies for facilitating online fashion shopping utilities. However, they exhibit higher levels of neutrality and disagreement concerning speed, indicating that consumers do not associate these solutions with this parameter. The demonstrated satisfaction with the AI solutions studied indicates they are important tools for creating value and positively impacting communication between brands and Portuguese consumers.