Who Am I When Using AI: How AI Influences Fashion Designer Identity

AI is attracting interest in IS research for its role in reshaping professional identities, work process, and skill requirements; limited research has examined these dynamics within creative industries, particularly in the context of fashion design, where designers’ identity is intertwined with work practices. This study addresses this gap through ongoing qualitative research on fashion designers in mid-luxury and luxury sectors. Findings identify three identity orientations in response to generative AI: Fixed identities are associated with resistance to technological change and risk of deskilling, where designers do not comply with emerging norms. Evolving identities reflect reskilling, as designers adopt generative AI tools to maintain professional relevance. New identities are characterised by upskilling, in which designers embrace generative AI while maintaining confidence in creativity, craftsmanship, and uniqueness. Building on this, the study outlines a research agenda to examine the role of craftsmanship in mediating the relationships among AI, skills, and professional identity in creative domains.