A influência da inteligência artificial no consumo de moda em Portugal

: satisfação e valorização do consumidor

Abstract

This research aimed to explore the role of artificial intelligence (AI) in the communication processes between fashion brands and consumers, and to analyze whether Portuguese consumers value the AI solutions presented by brands. The literature review highlighted the importance of integrating new technologies into marketing practices and the challenges involved, to understand the relevance of AI as a tool in communication strategies. A quantitative methodology was designed to analyze consumer perceptions of the application of AI solutions in the online fashion product consumption process through a survey (N=202). The results showed that consumers are satisfied with the use of AI solutions in the context of communication between brands and consumers - such as chatbots, recommendation agents, and personalized advertising content. Recommendation agents were the solution that most satisfied consumers, while chatbots were the most used. In the context of products and services, two AI solutions were analyzed - ‘try-on’ and ‘sizing advice’ technologies. Although these technologies are not widely known, consumers recognized their usefulness and positively valued their integration into the shopping experience. Finally, while all respondents acknowledged the benefits of AI technologies, women were more likely to view them as helpful and useful in the context of online fashion consumption. Younger consumers primarily valued the utility of the ‘sizing advice’ technology, while older consumers emphasize the ease and speed provided by the studied solutions. These results confirm the proposed hypotheses, demonstrating that Portuguese digital consumers of fashion brands value AI solutions and are satisfied with their application in both communication and product/service contexts. This highlights the positive impact that AI technologies can have on fashion brand communication.

Date of Award	18 Dec 2024
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Anna Carolina Boechat Chaves Fernandes (Supervisor)