Fashion’s Digital Dilemma: Balancing AI Innovation and Consumer Trust in Advertising

Author Affiliations

  • 1National Institute of Fashion Technology (NIFT), Bengaluru, India

Res. J. Family, Community and Consumer Sci., Volume 14, Issue (1), Pages 45-54, January,27 (2026)

Abstract

The fashion industry is at a pivotal juncture, experiencing a profound transformation driven by Artificial Intelligence (AI). This report examines the dual nature of AI's impact on fashion advertising, highlighting its capacity to unlock unprecedented innovation while simultaneously posing significant challenges to consumer trust and ethical practices. AI is revolutionizing content creation, enabling hyper-personalization, fostering the rise of virtual influencers, and enhancing market agility through predictive analytics, leading to substantial economic advantages. However, these advancements introduce critical concerns regarding authenticity, transparency, workforce displacement, intellectual property rights, and algorithmic bias. This analysis delves into these complexities, proposing strategic pathways for responsible AI adoption that prioritize transparency, human-AI collaboration, robust ethical governance, and proactive navigation of the evolving regulatory landscape. The aim is to demonstrate that successfully balancing AI innovation with consumer trust is not merely an ethical imperative but a strategic necessity for sustainable growth and credibility in the digital fashion era.

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