Artificial Intelligence and Predictive Analytics: Towards a Praxis of Personalised Shopping Experiences

Fashion and luxury customers alike expect seamless and personalised shopping experiences, particularly Millennials and Generation Z consumers who begin their journey with a brand online. The fashion industry has changed social trends, people’s identities and lifestyles, and encouraged experimental experiences. Since its development, artificial intelligence (AI) has increased customer service and delivery standards through big data management and provided new experiences, such as virtual try-on applications. Today, AI is more than just another tool to increase online traffic and customer engagement; it is a strategy for long-term survival and innovation. This chapter traces the role of AI across numerous fields, including chatbots, track and trace, predicting trends and virtual influencers, and highlights the implications for the fashion industry.