Generative AI in Fashion Product Design: Effects of AI Transparency Level and Consumer Age Group on Perceived Creativity, Authenticity, and Purchase Intention

This study investigates how transparency in generative AI fashion design and age jointly shape consumer responses. Drawing on information transparency theory and generational perspectives on digital technology, we examine the effects of different AI transparency level on perceived creativity, perceived authenticity, and purchase intention. A 3 (AI transparency level: no transparency vs. partial transparency vs. full transparency) × 2 (age group: 20s vs. 40s–50s) between-subjects online experiment was conducted with 194 Korean female consumers. Participants were randomly exposed to a handbag design generated through a generative-AI workflow, accompanied by product descriptions manipulated to varying levels oft. Results show that AI transparency level has significant positive main effects on perceived creativity and authenticity; full transparency leads to more favorable evaluations than partial or no transparency. For purchase intention, both the main effect of AI transparency level and its interaction with age group are significant. Among consumers in their 20s, purchase intention increases with higher AI transparency, whereas among those in their 40s–50s, partial transparency lowers purchase intention and only full transparency restores it. These findings highlight that partial transparency may backfire, especially for middle-aged consumers, and suggest that fashion brands should adopt age-tailored AI transparency strategies.