Research on Precision Marketing Strategies in the Apparel E-Commerce Market under the Background of Artificial Intelligence Application

人工智能技术可以为服装电商行业实现精准营销带来诸多的便利，但同时也带来了新的问题，如隐性歧视、技术门槛过高等。如何通过人工智能技术帮助服装企业优化营销活动，精准识别潮流趋势，面对不同的消费者采取不同的消费策略已成为了企业关注的重点。本文采用文献研究法，通过对以往文献的梳理，进一步分析人工智能如何实现精准营销，并探讨了目前面临的困境和可行的策略，以期能为企业实现精准营销提供有益借鉴。Artificial intelligence (AI) technology has brought significant conveniences to precision marketing in the apparel e-commerce industry, but it has also introduced new challenges such as hidden discrimination and high technical barriers. How to leverage AI to optimize marketing activities, accurately identify fashion trends, and adopt differentiated consumption strategies for diverse consumer groups has become a key focus for enterprises. This paper employs a literature research method to analyze how AI achieves precision marketing through systematic review of existing studies, discusses current dilemmas, and proposes feasible strategies, aiming to provide valuable references for enterprises seeking to implement precision marketing.