Digital Transformation 4.0: Integration of Artificial Intelligence & Metaverse in Marketing

Abstract

The main objective of digitalizing the fashion industry was to attain sustainability through the use of numerous digital tools while streamlining operations, production, and business of tangible products for the real world. But the recent creation of the metaverse, a parallel virtual reality universe, has given rise to new possibilities for digital clothing. The integration of artificial intelligence and the metaverse, as well as the analysis of vast volumes of data to uncover important information, are all included in the notion of digitalization. In the fashion industry, artificial intelligence is increasingly being used to forecast trends by analysing consumer behaviour, preferences, and emotions. Over the years, the concept of the metaverse and artificial intelligence has been the subject of academic studies in a variety of fields ranging from literature to art, music to education. AI and the metaverse are two of the most prominent technologies of the twenty-first century. Each can improve people's lives in a variety of ways, as well as many industries and working processes. AI and the metaverse can be used in a variety of industries, including operations, fashion, management, marketing, and education. The purpose of this paper is to investigate the impact of integrating artificial intelligence and the metaverse in the fashion industry, specifically in the marketing sector. The method used in this paper is a descriptive literature review delivered by reviewing as many journals as possible from 2014 to 2023. The results of this research provide both researchers and technology developers with brief information about the research area. Furthermore, recommendations for future research on technology integration have been made.