Transforming Fashion Marketplaces: A Design Thinking Approach to AR and AI Integration

In the rapidly evolving landscape of fashion e-commerce, the integration of Augmented Reality (AR) and Artificial Intelligence (AI) opens new horizons for enhancing consumer experiences and empowering fashion brands. This study explores a design thinking-driven approach that leverages AR and AI technologies to transform online fashion marketplaces. AR and AI-driven fashion marketplaces present an innovative solution to address persistent challenges such as size discrepancies, visualization limitations, and lack of customization options. The marketplace offers consumers a more immersive, interactive, and personalized shopping experience by incorporating these technologies. The findings reveal that this integration not only boosts brand awareness but also significantly enhances customer engagement, streamlines the decision-making process, and drives higher conversion rates for fashion brands. The study underscores the potential of AR and AI to revolutionize how fashion is experienced online, ultimately benefiting both consumers and brands through increased satisfaction and operational efficiency. The findings provide valuable insights for fashion brands seeking to enhance customer experiences and drive business growth through the strategic integration of AR and AI technologies. The contribution of study as guide future investigations into the long-term effects and practical applications of AR and AI in online fashion.