The impact of AI on shopping tourism in the context of luxury markets

Abstract

In the context of luxury shopping tourism in the fashion sector, this study investigates how artificial intelligence (AI) is transforming consumer experiences. The goals of the study are to Analyze how AI technologies, impact customer experience within the selling phase of luxury shopping tourism for clothing and to identify AI­driven trends that may reshape the in­store customer experience for luxury shopping tourism.30 semi-structured interviews with 10 experts and 20 customers from the luxury apparel industry comprised the qualitative approach. Leximancer software was used to analyze the data and find important themes and connections. According to the research, AI is greatly improving personalization, fusing human and machine-driven interactions, and propelling innovations like omnichannel experiences, interactive displays, and blockchain for authenticity verification. One important aspect of AI's influence was personalization, as both consumers and professionals noted how AI can customize experiences to suit unique tastes, increasing the exclusivity of luxury buying. It was also discovered that integrating AI with human touchpoints is essential since it enables premium businesses to take advantage of AI's efficiency and creativity while preserving authenticity. The study comes to the conclusion that artificial intelligence (AI) is a transformational force that is redefining luxury retail tourism by improving customer experiences and encouraging innovation, in addition to being a tool for operational efficiency. For luxury firms looking to adjust to the changing demands of contemporary consumers, the findings offer insightful information.

Date of Award	31 Jan 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Helena Rodrigues (Supervisor)