Human vs. AI: The battle for authenticity in fashion design and consumer response

Generative Artificial Intelligence (AI) empowers the AI design process. Then, how do consumers respond to AI-designed fashion products? Building on schema theory, this research investigated the extent to which AI-designed clothing is perceived as authentic through three online experiments. Study 1 (n = 121) and Study 2 (n = 161) showed consumers generally respond more favorably to human-designed (vs. AI-designed) clothing, which is driven by perceived authenticity and expected product quality. Study 3 (n = 156) confirmed that negative responses toward AI-designed clothing can be mitigated when consumers have the option to provide input to customize the design because it enhances perceived authenticity. Study findings offer a theoretical understanding of how and why consumers respond to AI-designed products and practical guidelines for retailers.