Social and Psychological Aspects

Mirror, Mirror on Your Palm: The Role of Generative AI Try-Ons in Enhancing Ideal-Self Congruence 

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Abstract

Generative AI (Gen AI) virtual try-ons represent an emerging advancement in digital fashion retail by enabling highly realistic, scenario-based self-representation. Drawing on self-congruity and self-discrepancy theories, this conceptual paper develops a theoretical framework to explain how Gen AI try-ons may influence consumers’ brand engagement and purchase intentions through ideal and actual self-congruence. Unlike traditional avatar-based try-ons, Gen AI visualizations allow consumers to dynamically observe their future, idealized selves in vivid consumption contexts, potentially activating self-monitoring processes. By integrating dual-process persuasion routes with self-concept mechanisms, this study advances understanding of how Gen AI try-ons may reshape psychological engagement in fashion retail. This framework offers clear conceptual guidance for future empirical research and provides strategic insights for brands investing in Gen AI-driven personalization technologies.

Keywords: Generative AI, Virtual Try-on, Brand Engagement, Self-concept, Ideal-self

How to Cite:

Kao, Y. R. & Jai, T. (., (2025) “Mirror, Mirror on Your Palm: The Role of Generative AI Try-Ons in Enhancing Ideal-Self Congruence ”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21804