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AI-Powered Technologies Used in Online Fashion Retail for Sustainable Business: AI-Powered Technologies Impacting Consumer Buying Behavior
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Author(s): Meenakshi Sharma (University of Petroleum and Energy Studies, India), Hinika Shail (University of Petroleum and Energy Studies, India), Pramod Kumar Painuly (University of Petroleum and Energy Studies, India)and A. V. Senthil Kumar (Hindusthan College of Arts and Science, India)
Copyright: 2023
Pages: 24
Source title:
Sustainable Marketing, Branding, and Reputation Management: Strategies for a Greener Future
Source Author(s)/Editor(s): Reason Masengu (Middle East College, Muscat, Oman), Stanilas Bigirimana (Africa University, Zimbabwe), Option Takunda Chiwaridzo (University of Science and Technology Beijing, Beijing, China), Ruzive Bensson (Modern College of Business and Science, Oman)and Christina Blossom (Middle East College, Oman)
DOI: 10.4018/979-8-3693-0019-0.ch028
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Abstract
The business problem that arises from the topic of how AI-powered technologies used in online fashion retail is impacting Indian consumer buying behavior. Marketers need to be aware of the impact of artificial intelligence in digital marketing for online fashion retail as competition is intensifying, particularly in the fashion retail sector. To remain viable and provide a better customer experience, it is crucial to identify the areas that will prosper from the use of artificial intelligence-powered technology in marketing. This research aims to investigate the impact of AI-powered technologies on consumer buying behavior in online fashion retail in India. The study found that AI-powered technologies, such as recommender systems, virtual assistant, visual search, and chatbots, have positively impacted Indian consumer buying behavior. Online fashion retailers can leverage the benefits of AI-powered technologies to enhance the customer experience, increase sales, and gain a competitive edge in the market.
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