A study of AI-powered tools in enhancing customer engagement within the fashion industry
Nguyen, Hoang Son (2025)
Nguyen, Hoang Son
2025
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202504166809
https://urn.fi/URN:NBN:fi:amk-202504166809
Tiivistelmä
The purpose of this thesis was to explore how AI-powered tools contribute to customer engagement strategies in the fashion industry. The study aimed to identify the benefits and challenges associated with AI-driven solutions while addressing ethical considerations such as data privacy and customer trust.
The research utilized benchmarking analysis to compare AI applications in two leading fashion companies, Zara and Marks & Spencer (M&S). Key evaluation criteria included financial performance, supply chain efficiency, personalization strategies, and ethical practices. The analysis was based on secondary data sources such as annual reports, academic literature, and market studies.
The results illustrated that AI significantly enhances customer engagement by enabling personalized recommendations, real-time interaction, and efficient inventory management. Zara demonstrated advanced AI usage in predictive analytics and virtual fitting rooms, improving operational agility and engagement. M&S prioritized ethical AI implementation, focusing on transparency, customer trust, and compliance with data protection regulations.
The findings suggest that integrating technological innovation with ethical considerations is the key to sustainable competitive advantage. This study introduces the concept of “Ethical Technological Symbiosis” (ETS), emphasizing the importance of balancing innovation with responsibility to maintain long-term customer loyalty and trust.
The research utilized benchmarking analysis to compare AI applications in two leading fashion companies, Zara and Marks & Spencer (M&S). Key evaluation criteria included financial performance, supply chain efficiency, personalization strategies, and ethical practices. The analysis was based on secondary data sources such as annual reports, academic literature, and market studies.
The results illustrated that AI significantly enhances customer engagement by enabling personalized recommendations, real-time interaction, and efficient inventory management. Zara demonstrated advanced AI usage in predictive analytics and virtual fitting rooms, improving operational agility and engagement. M&S prioritized ethical AI implementation, focusing on transparency, customer trust, and compliance with data protection regulations.
The findings suggest that integrating technological innovation with ethical considerations is the key to sustainable competitive advantage. This study introduces the concept of “Ethical Technological Symbiosis” (ETS), emphasizing the importance of balancing innovation with responsibility to maintain long-term customer loyalty and trust.