Consumers’ Perceptions of AI-Designed Apparel: Antecedents and Consequences

Abstract

The incorporation of artificial intelligence (AI) into fashion design processes underscores a significant shift in the industry. This transformation necessitates a deeper understanding of consumer perceptions of fashion items designed by AI and their impact on consumer attitudes and market behavior. This study addressed this need by exploring consumers’ perceptions of AIdesigned apparel and examining how these perceptions are influenced by consumer beliefs on AI in general while impacting consumer attitudes and purchase intention towards AI-designed apparel.

This study hypothesized mind attribution to AI and beliefs of AI as a threat to humans as key AI-related beliefs predicting consumer perceptions of AI-designed apparel, according to the theory of anthropomorphism and integrated threat theory. Further, based on the FEA consumer needs model, the perceptions were categorized into functionality, expressiveness (i.e., uniqueness, fashionability, and ethicality expressions), and aesthetics (i.e., visual attractiveness, design novelty, authenticity). Finally, based on the theory of reasoned action, these perceptions were hypothesized to drive consumer attitude and then purchase intention towards AI-designed apparel.

Results from an online survey with a national sample of 505 U.S. consumers (18-55 years old) showed that consumers’ overall level of perceptions about AI-designed apparel was neutral or slightly negative, with functionality most favorably perceived, followed by aesthetics and then expressiveness. Mind attribution to AI positively influenced all perceptions of AI-designed apparel, whereas belief of AI as a threat negatively influenced all perceptions but fashionability and visual attractiveness. Perceived functionality, ethicality expression, and design novelty were significant positive predictors of attitudes towards AI-designed apparel, which in turn positively influenced purchase intention.

The findings highlight the two AI beliefs as bi-directional forces that result in the consumer’s current neutral or ambivalent perceptions of AI-designed apparel and identify functionality, ethicality, and novelty as key attributes of AI-designed apparel that drive consumers’ positive attitude and purchase intention. The findings contribute a theoretical understanding of the phenomenon by integrating and expanding the four aforementioned theories and assist the industry with insights on both the potential benefits and shortcomings of presenting AI as a creative agent of products to consumers and recommendations on strategic marketing approaches for AI-designed products.