Merchandising/Marketing/Retailing: Management
Authors: Wenna Han (North Carolina State University) , Yingjiao Xu (North Carolina State University)
By algorithmically generating and refining design alternatives based on human prompts, AI offers unprecedented efficiencies and unlocks creative possibilities. While its transformative potential in the fashion design industry is widely recognized, consumer responses toward AI-designed fashion products remain insufficiently understood. This study investigates these responses, focusing on their underlying drivers and boundary conditions. A 2 (design source: AI vs. human) × 2 (design complexity: high vs. low) × 2 (brand type: luxury vs. non-luxury) between-subjects experimental survey was conducted with 400 U.S. consumers via Prolific. Results indicate negative consumer attitudes toward AI design, attributed to perceptions of lower effort compared to human design. However, for non-luxury brands, high design complexity mitigates AI aversion, while for luxury brands, even complex AI designs face negative evaluations. These findings underscore the need for brands to strategically align design complexity and brand positioning to minimize consumer resistance to AI design technologies.
Keywords: AI design, perceived effort, design complexity, luxury, product attitude
How to Cite: Han, W. & Xu, Y. (2025) “AI Aversion in Fashion Design: Reasons and Boundary Conditions”, International Textile and Apparel Association Annual Conference Proceedings. 81(1). doi: https://doi.org/10.31274/itaa.18669
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