Abstract:
As the fashion industry embraces Generative Artificial Intelligence, Virtual Try-on Tools (VTO) have emerged, redefining the consumer shopping journey by offering immersive and personalized experiences. While VTO tools are positioned as pioneering inclusivity and accuracy for the fashion industry, their potential psychological impact on consumers is yet unexplored. This study investigates the impact of the integration of these tools on consumers’ psychological well-being, body image, perception of brands, and the consumer journey. To examine this, an exploratory approach was adopted using in-depth interviews with both consumers and experts in the field. The findings indicate that VTO tools in their current stage, despite their benefits, contribute to distorted self-perceptions, affect consumers’ well-being, and lowers brand trust if the experience lacks inclusivity and accuracy. Findings also indicate that consumers’ interactions with these tools is mainly concentrated in the consideration phase of the consumer journey. As these tools continue to evolve, this paper highlights the need for more inclusive and accurate tools in shaping the future of the fashion industry.
