What: A significant portion of consumers is open to using generative artificial intelligence (AI) for online clothing shopping, with many seeing potential benefits in virtual try-ons and personalized shopping experiences.

Why it is important: The growing interest in generative AI among shoppers indicates a shift towards more personalized and confident online shopping experiences. Retailers incorporating AI tools for tasks like virtual try-ons, product filtering, and customer service can enhance customer satisfaction, streamline operations, and optimize marketing strategies.

Adobe's survey highlights the evolving landscape of online retail, where generative AI plays a crucial role in enhancing the shopping experience. With 58% of consumers already finding their online shopping improved by AI and 52% willing to use AI for clothing purchases, the technology is set to transform how consumers shop for fashion. Key anticipated uses of generative AI include creating custom items, summarizing product reviews, and automating product recommendations. This interest is mirrored in the marketing realm, where a majority of marketers are integrating AI into their strategies to deliver personalized experiences and achieve operational efficiencies. As the retail industry embraces AI, it also faces the challenge of implementing these technologies responsibly, guided by principles such as customer trust and governance.

More than half of shoppers would use generative AI for clothing purchases: Adobe