A Critical Analysis in Understanding the Role of AI Influenced Technology in Analysing the Consumer Behavior in Fashion Products: The Mediating Role of Brand Trust

Abstract: The significant integration of artificial intelligence technologies into the worldwide trend of manufacturing intelligence is what is causing a transformation in industrial processes. Because the fashion industry requires a significant amount of resources, it is an essential industry to explore in order to determine the potential for artificial intelligence to support sustainable growth. A substantial shift in the comprehension and administration of consumer buying patterns is marked by the synchronisation of consumer behaviour with artificial intelligence (AI). Enterprises are able to use apps that are powered by artificial intelligence to evaluate human behaviour in ways that are not possible with traditional analytical methods. Through the use of advanced recommendation systems that help consumers make choices about what to buy, personalised content that tailors individual experiences, and behavioural nudges that are generated from the arrangement of information, artificial intelligence has an impact on consumer buying.

Keywords: Consumer Behavior, Brand Trust, Artificial Intelligence