Consumer attitudes towards fashion products designed with artificial intelligence: A qualitative study

In today's digitalizing world, artificial intelligence (AI) technologies have begun to transform fashion, becoming a shaping factor particularly in design processes and consumer behavior. This study aims to examine consumer perception of fashion products designed with AI through aesthetic appreciation, trust, emotion, and purchasing behavior. In-depth semi-structured interviews were conducted with 20 female participants interested in fashion within the scope of the research. The findings were evaluated with qualitative content analysis. Participants do not see shopping only as a means of meeting needs; they state that elements such as aesthetic satisfaction, social approval, and emotional satisfaction are also important. Products designed by AI were mostly found to be aesthetic and innovative; in particular, the fact that designs can be produced quickly and in line with user preferences created satisfaction. The majority of participants stated that AI products cannot be visually distinguished from products designed by human hands and that they are open to purchasing these products. However, some participants emphasized that human designs are still more valuable in terms of originality, emotion, and creative spirit. As a result, it has been understood that AI designs are widely accepted by consumers, but human creativity is still at the forefront in terms of emotional connection and artistic originality. This study provides important insights for the fashion industry, designers and technology developers by addressing the contribution of AI to the creative process in the fashion sector and consumer perception in a multi-dimensional manner.