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Publicação
Digital Transformation in Fashion: The Role of AI and AR in Enhancing Online Customer Experience
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 1.2 MB | Adobe PDF |
Orientador(es)
Resumo(s)
In an era where the fashion retail landscape is rapidly transitioning from brick-and-mortar
stores to digital platforms, there is an emerging focus on the pivotal role that Artificial
Intelligence (AI) and Augmented Reality (AR) play in facilitating this transformation. The goal
of this thesis is to analyse how these technologies influence Customer Experience and
Customer Engagement, addressing a significant research gap in their collective effect on
consumer behaviour and purchase intentions. Using a quantitative approach, it assesses
experiences across various AI and AR-integrated e-commerce platforms, including renowned
names like Amazon, Shein, Adidas and Gucci. This research contributes to a deeper
understanding of the synergistic impact of AI and AR, potentially leading to significant
advancements in online fashion retail.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Artificial Intelligence Augmented Reality Customer Engagement Customer Experience Ecommerce Online Fashion Retail SDG 4 - Quality education SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure