Human vs. AI: The battle for authenticity in fashion design and consumer response

Garim Lee, Hye Young Kim

Research output: Contribution to journalArticlepeer-review

1 Scopus citations


Generative Artificial Intelligence (AI) empowers the AI design process. Then, how do consumers respond to AI-designed fashion products? Building on schema theory, this research investigated the extent to which AI-designed clothing is perceived as authentic through three online experiments. Study 1 (n = 121) and Study 2 (n = 161) showed consumers generally respond more favorably to human-designed (vs. AI-designed) clothing, which is driven by perceived authenticity and expected product quality. Study 3 (n = 156) confirmed that negative responses toward AI-designed clothing can be mitigated when consumers have the option to provide input to customize the design because it enhances perceived authenticity. Study findings offer a theoretical understanding of how and why consumers respond to AI-designed products and practical guidelines for retailers.

Original languageEnglish (US)
Article number103690
JournalJournal of Retailing and Consumer Services
StatePublished - Mar 2024

Bibliographical note

Publisher Copyright:
© 2023 Elsevier Ltd


  • AI customization
  • AI-Assisted design
  • Authenticity
  • Generative AI
  • Schema theory


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