AI-Powered Technologies Used in Online Fashion Retail for Sustainable Business: AI-Powered Technologies Impacting Consumer Buying Behavior

Introduction

Artificial intelligence (AI), which can disrupt through innovative technologies, more effective operational procedures, and access to consumer and industry data that could provide organisations a competitive edge, has favourably impacted many different industries. These applications have the potential to transform industries, drive business growth, and surpass competitors that continue to rely on conventional methods as we get closer to the hyper-digital future. Haleem (2022) says Artificial intelligence (AI) is the simulation of human intellectual functions by machines, notably computer programmes. Consumers may readily find their preferences owing to AI algorithms. The way consumers engage with online fashion retail is changing because of artificial intelligence solutions and machine learning algorithms, which also boost revenue. In the context of the fashion industry, Sustainability refers to the management of resources, social well-being, and environmental effect in order to strike a balance between satisfying consumer demands and the needs of the world. By tackling waste, pollution, resource conservation, and ethical labour standards, it aims to promote resilience and longevity in the industry says, (Rathore, 2017). According to Harris et al. (2016), Sustainable Marketing in the textile and apparel industry may involve one or more ethical business practises, such as buying organic goods from Fair Trade suppliers. Sustainable marketing in the fast fashion industry describes how manufacturers create clothing while reducing their negative effects on the environment and safeguarding nearby communities (Disalvo, 2020).