Smart Style: How AI is Changing the Course of Fashion Marketing

The implementation of artificial intelligence in fashion marketing has accelerated rapidly, changing how companies approach personalization, branding, and consumer experience. The purpose of this paper is to examine how artificial intelligence is reshaping marketing strategies in the fashion industry and to determine its impact on content generation, supply chain efficiency, and customer interaction. Analyzing academic literature and brand case studies, it identifies how tools like AI chatbots, generative models, and recommendation algorithms are redefining the fashion landscape. At the same time, challenges persist regarding ethical transparency, over-automation, and the authenticity of AI-generated content. The research includes data from a consumer survey that explores public trust in AI-generated marketing and preferences around disclosure. Although artificial intelligence is seen as a tool for convenience and relevance, many respondents still value the human touch in fashion narratives. The paper concludes by proposing a framework for ethical and consumer-centric AI integration in fashion marketing. Ultimately, the study offers insights into how fashion marketers can responsibly implement AI while maintaining authenticity and consumer trust in an increasingly digital environment. This study explores how AI shapes consumer behavior and marketing strategies in the fashion industry, focusing on personalization, chatbots, virtual influencers, trend forecasting, and sustainability. Findings suggest that while AI enhances customer experience and operational efficiency, fashion companies must adopt it responsibly, ensuring ethical use, transparency, and data privacy to mitigate potential risks.