Ai In Fashion Marketing: Transforming Customer Experience

Artificial Intelligence (AI) is increasingly reshaping fashion retail by transforming how firms configure customer experience (CX) across digital and physical touchpoints. This study adopts an exploratory multiple-case design involving six international fashion retailers to examine how AI is configured to shape CX and under which conditions it contributes to experiential or functional value creation. Data were collected from archival materials, field observations, and a limited set of key-informant interviews, and analyzed through within-case coding and cross-case comparison. The analysis identifies three recurring mechanisms—personalization, trust-building, and process efficiency—that characterize AI-enabled CX across cases, although their relative salience varies by brand positioning, consumer segment, and stage of the customer journey. Experiential AI applications tend to resonate more strongly with younger and female consumers, while functional applications are more salient for older and male consumers; these patterns are advanced as theoretically grounded propositions rather than definitive empirical generalizations. The study contributes to experiential marketing and service-dominant logic by clarifying how AI bridges functional efficiency and experiential engagement, and offers managerial insights into modular, segment-sensitive AI strategies that balance personalization, transparency, and efficiency.