Gen Z and AI-Generated Fashion Ads: A Qualitative Study to Understanding Female Consumer Perceptions and Reactions
Xingqiu Lou, Lauren Reiter Copeland · Journal of Internet Commerce · 2025
AI is transforming the field of content generation, with tools like ChatGPT increasingly used by businesses to generate new product ideas, advertising campaigns, social media ads, and marketing communications. Fashion brands are also beginning to adopt this technology. However, despite this rapid adoption, empirical research on consumer responses to AI-generated marketing remains limited. This study addresses the gap by exploring female consumers’ perceptions of AI-generated fashion ads. It examines how AI influences consumers’ trust and engagement with marketing content, the advertised product, and overall brand perception. Additionally, this research investigates the impact of AI-driven personalization in fashion marketing. Guided by the Stimulus-Organism-Response (S-O-R) framework, a qualitative approach is adopted to gain in-depth insights into consumer perceptions of generative AI in fashion marketing. The findings provide valuable guidance for fashion brands and marketers aiming to use AI in their marketing strategies to enhance consumer engagement and satisfaction.