Abstract

Currently, the fashion industry is rapidly adopting artificial intelligence (AI) technologies to transform better digital customer experiences. This chapter investigates how AI applications shape brand love among young customers, where digital innovation must be reconciled with sustainability and ethical concerns. To examine these dynamics, quantitative research is conducted with 333 respondents, who are young, regarded as tech-savvy adopters, and interact well with AI tools. The findings show that AI enhances personalization, convenience, service quality, which collectively strengthen commitment and trust to brand, and indirectly impacts on brand love. As a result, it contributes both theoretically by extending AI-enabled customer research and practically by providing guidance for fashion business practicers seeking to leverage AI for deeper brand love. This chapter, which is situated within the ongoing discussions about the digital experience of fashion, emphasizes the potential and challenges of using AI in the fashion industry.