Human vs. Generative AI in Fashion Design: consumer perceptions, brand management, and future implications for the industry

This thesis investigates how the integration of Generative Artificial Intelligence (Gen-AI) in fashion design influences consumer perceptions and their purchasing behavior. While Generative AI offers unprecedented opportunities for efficiency, personalization, and creativity, its impact on consumer attitudes remains underexplored. To address this gap, an experimental survey involving 266 participants compared evaluations of AI-generated versus human-designed fashion items across fast fashion and luxury contexts. Results show that when unaware of the designer, consumers often rated AI-generated products equally or even more positively than human creations. However, disclosure of AI involvement generally reduced perceived quality and willingness to pay, revealing a “recognition bias” driven by cultural and psychological factors. Moreover, while fast fashion was perceived as more suitable for AI adoption, luxury remained strongly associated with human creativity and authenticity. These findings highlight the paradox between unconscious acceptance and conscious skepticism of AI, and underline the critical role of transparency strategies in shaping consumer trust. The study contributes to academic debate on technology adoption and consumer psychology, while offering practical insights for fashion brands seeking to integrate AI without undermining their identity and value proposition.