THE IMPACT OF AI AND BIG DATA ON PERSONALIZATION IN THE FASHION INDUSTRY

Abstract

The integration of Artificial Intelligence (AI) and Big Data has significantly transformed the landscape of the fashion industry, particularly in enhancing personalization strategies. By leveraging advanced data analytics and machine learning algorithms, fashion retailers are able to understand consumer preferences, predict trends, and deliver highly customized shopping experiences. This technological shift not only improves customer satisfaction but also drives sales and operational efficiency. The use of AI-powered tools such as recommendation engines, virtual stylists, and predictive analytics enables brands to tailor product offerings and marketing efforts with remarkable precision. Furthermore, Big Data facilitates the real-time analysis of consumer behavior, allowing for dynamic adjustments in inventory and supply chain management. This paper explores the multifaceted impact of AI and Big Data on personalization, highlighting both opportunities and challenges in their implementation within the fashion ecosystem.