Fashion Forward: Exploring AI's Impact on Customer Interaction in Swedish Fashion Retail

Abstract

This study explores what considerations Swedish fashion retailers face regarding the impact of artificial intelligence (AI) on customer interactions. The evolving and dynamic landscape of fashion retail, marked by rapid shifts in trends and consumer preferences, provides a critical context for examining the use of AI in customer interactions. Through qualitative interviews with representatives from eight Swedish fashion retailers, this paper examines five key considerations: enhancing operational efficiency with AI, integrating AI in physical stores, maintaining tone of voice, personalizing customer interactions with AI, and addressing data privacy and ethical concerns. These considerations are particularly notable as they were commonly mentioned during the interviews. The considerations underscore the interplay between technological advancement and customer interaction, providing a foundation for future inquiries into AI's transformative potential within the retail industry.