ARTIFICIAL INTELLIGENCE IN FASHION MANAGEMENT: A SURVEY STUDY ON CONSUMER PERCEPTIONS OF AI-GENERATED CONTENT IN EMERGING CLOTHING BRANDS

This study examines consumer perceptions of AI-generated content used by emerging clothing brands, focusing on perceived authenticity, consumer trust, and purchase intention. A survey of 59 respondents was analysed using descriptive statistics, reliability testing, and correlation analysis. The findings showed that most respondents were familiar with AI-generated fashion content, mainly through social media. While AI-generated designs were considered visually appealing, respondents were less convinced that AI could match human creativity. Perceived authenticity was significantly related to consumer trust (r = .662, p < .001), while consumer trust was significantly related to purchase intention (r = .669, p < .001). The study concludes that emerging fashion brands should combine AI with human creativity and use transparent, ethical practices to strengthen consumer trust and purchasing interest.