From Trust to Skepticism: Consumers’ Views of AI-Generated Marketing in Fashion

In recent years, generative artificial intelligence (AI) has emerged as a powerful tool in marketing, offering fashion brands new opportunities for personalised and cost-efficient communication. As brands increasingly rely on AI to create entire advertising campaigns, questions arise regarding authenticity, transparency, and consumer trust. This thesis explores how AI-generated marketing in the fashion industry influences consumer perception, engagement, and purchasing behaviour, particularly before and after the disclosure of AI involvement.Through a mixed-method approach, primary data was collected via a survey targeting consumers familiar with the fashion brands Mango and Puma. Participants were exposed to both traditional and AI-generated campaigns, followed by questions analysing their responses after learning about the use of AI. The results indicate a clear shift in perception once AI involvement is disclosed. While some respondents appreciated the innovation and visual appeal of AI-generated content, many expressed concerns about a loss of authenticity, emotional connection, and ethical transparency. The findings reveal that consumers are not inherently opposed to AI in marketing, but their trust and engagement depend significantly on how the technology is introduced and communicated. Brands that are transparent and use AI as a creative tool rather than a full replacement are more likely to maintain consumer trust. The study concludes that generative AI holds great potential in fashion marketing, but its success hinges on thoughtful integration that aligns with consumer expectations and values.