Fashion Sustainability in the AI Era: Opportunities and Challenges in Marketing

Abstract

This paper explores an emerging crossroads—whereby the fashion industry meets sustainability, influenced by the transformative influx of artificial intelligence (AI). The study delves deep into the fashion industry's evolving landscape, centering on sustainable practices and the novel role AI is playing in this shift, particularly from a marketing standpoint. It articulates the various opportunities and challenges surfacing as AI is increasingly leveraged for marketing sustainable fashion. The juxtaposition of case studies and literature reviews bolster the exploration of AI-driven marketing techniques currently employed in the industry. Moreover, the paper investigates the technical, ethical, and operational challenges in integrating AI into sustainable fashion marketing and proposes potential solutions. This empirical exploration provides substantial insights for academics, practitioners, and stakeholders in the fashion industry, helping them navigate and embrace the dynamics of sustainable marketing in the AI era.