Application of Artificial Intelligence in Recommendation Systems and Chatbots for Online Stores in Fast Fashion Industry

Abstract

AbstractThe competition in the fast fashion industry is getting more complex as online-only retailing has emerged in the industry. The fast fashion online-only companies rely on e-commerce platforms to merchandize products and provide services to customers. Online-only companies use artificial intelligence (AI) and machine learning (ML) through recommendation systems and chatbots to improve business functions and enhance online customer shopping experience. Fast fashion multichannel companies (online and physical stores) have a concern about their physical stores’ performance, and the role that physical stores can play to enhance customer experience. Multichannel companies are continuously looking for new ways to optimize services and enhance customer experience in both channels. Physical stores can play a crucial role in enhancing customer experience. By collecting data on in-store customers, their interests and interactions with products, multichannel companies can analyze such data using AI and ML to optimize production, marketing, and customers experience. This paper highlights the application of AI in ecommerce by fast fashion companies. Also, this paper discusses the effect of fast fashion online-only companies on fast fashion multichannel companies’ physical stores, aiming to understand the current impact of online-only business on physical stores performance. This paper, further, discusses the future role of fashion physical stores in the industry.KeywordsOnline-only companiesMultichannel companiesArtificial intelligenceMachine learningE-CommerceFast fashionCustomer experience