The Rise of AI-Powered Personalization in Online Fashion Retail: Transforming Consumer Experience and Purchase Decisions

The application of Artificial Intelligence (AI) in digital fashion retail has transformed shopping experiences for consumers via personalized suggestions, dynamic pricing, and AI-powered customer interaction. This research investigates the influence of AI-based personalization on consumer experience and purchasing choices, considering user behaviour, satisfaction, and trust in AI-based platforms. Based on a sample of 120 respondents and statistical analysis via SPSS, the study identifies the ways in which AI-enabled customization promotes user engagement and purchase intention. The research indicates that recommendations made possible via AI have a strong impact on buying behaviour through customized shopping experiences. Data privacy and algorithmic bias concerns still are ongoing issues. The research finds that while AI personalization improves customer satisfaction and sales, both automation and human intervention should strike a balance to achieve sustainable success in the fashion retail business.