Effectiveness of Visual Generative AI in Personalized Marketing Within the Fashion Industry

Runrun Zhang; Xuanheng Pan; Yanze Shi; Kaijie Gui

doi:10.54254/2754-1169/2024.26698

Advances in Economics, Management and Political SciencesOpen access

Effectiveness of Visual Generative AI in Personalized Marketing Within the Fashion Industry

Research Article

Open Access

Effectiveness of Visual Generative AI in Personalized Marketing Within the Fashion Industry

Runrun Zhang ^1* Xuanheng Pan ², Yanze Shi ³, Kaijie Gui ⁴

¹ National University of Singapore

² Soochow University

³ Soochow University

⁴ Wenzhou-Kean University

^*Corresponding author: zhangrunrun333@gmail.com

Published on 9 September 2025

AEMPS Vol.215

ISSN (Print): 2754-1177

ISSN (Online): 2754-1169

ISBN (Print): 978-1-80590-357-4

ISBN (Online): 978-1-80590-358-1

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Abstract

This study explored the influence of Visual Generative Artificial Intelligence (AI) on personalized marketing in the fashion industry, focusing on the relationship between brand communication and consumer satisfaction in the context of the growing use of Generative AI. Utilizing a quantitative approach, data were collected from 291 respondents via a structured survey. The findings, grounded in the Theory of Interactive Media Effects (TIME), indicate that personalized marketing, as a facet of brand communication, positively correlates with consumer satisfaction. This relationship is enhanced by Visual Generative AI, which improves brand-consumer engagement. The study concludes that Visual Generative AI is likely effective in supporting brands' personalized marketing efforts by enabling the creation of tailored systems that enhance consumer satisfaction and engagement.

Keywords:

Personalized marketing, visual generative AI, brand-consumer communication, fashion industry

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References

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Cite this article

Zhang,R.;Pan,X.;Shi,Y.;Gui,K. (2025). Effectiveness of Visual Generative AI in Personalized Marketing Within the Fashion Industry. Advances in Economics, Management and Political Sciences,215,121-129.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of the 4th International Conference on Financial Technology and Business Analysis

ISBN: 978-1-80590-357-4(Print) / 978-1-80590-358-1(Online)

Editor: Lukáš Vartiak

Conference website: https://2025.icftba.org/

Conference date: 12 December 2025

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.215

ISSN: 2754-1169(Print) / 2754-1177(Online)

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