Pedagogy and Professional Development

Cultivating Students’ Data Literacy Through a Gen-AI-Powered Learning Project

---

Abstract

The rapid integration of generative AI is transforming fashion retailing, yet its potential for developing reasoning and data-analytic skills in fashion marketing education remains underexplored. Grounded in Experiential Learning Theory, this qualitative study examines students’ experiences using Gen-AI in a data-driven project. Fashion merchandising majors at a Midwestern U.S. university evaluated an on-campus gift store and analyzed 142 Google customer reviews using Gen-AI for topic extraction, sentiment analysis, and data visualization. Analysis of 21 submissions and post-project surveys shows that Gen-AI effectively supported pattern detection, data interpretation, and visual communication. However, students emphasized the continued need for critical thinking, noting that AI-generated insights sometimes diverged from real-world observations. Findings highlight actionable implications for integrating AI into fashion curricula to enhance data literacy while reinforcing the essential role of human judgment.

 

Keywords: Gen-AI, Data Literacy, Data Visualization, Critical Thinking

How to Cite:

Li, M. & Kang, Y., (2025) “Cultivating Students’ Data Literacy Through a Gen-AI-Powered Learning Project”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21473