Merchandising/Marketing/Retailing: Management

Mapping the Emerging Landscape of AI and Generative AI for Customer Engagement in Fashion: A Bibliometric Review

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Abstract

This study maps the emerging landscape of Artificial Intelligence (AI) and Generative AI (GenAI) in fashion-related consumer research through a bibliometric analysis of 158 Scopus-indexed publications from 2022 to 2025. Using R-based performance analysis and science mapping, the study identifies key publication patterns, influential authors and institutions, and thematic structures shaping the field. Findings reveal four major research clusters, highlighting AI-powered chatbots as a dominant theme, while consumer-oriented GenAI applications remain limited. Longitudinal analysis shows convergence toward AI-driven consumer research, divergence into specialized managerial themes, and a growing emphasis on practical, industry-relevant applications such as virtual try-ons and algorithmic personalization. By synthesizing the field’s evolution and emerging trends, this study offers a comprehensive overview of AI/GenAI-enabled consumer engagement in fashion and provides a roadmap for future theoretical and practical advancements.

Keywords: Generative Artificial Intelligence (GenAI), Fashion Consumer Behavior, Bibliometric Analysis, Customer Engagement

How to Cite:

Zhang, Y. & Liu, C. C., (2025) “Mapping the Emerging Landscape of AI and Generative AI for Customer Engagement in Fashion: A Bibliometric Review”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21523