Value co-creation by interactive AI in fashion E-commerce

• Published in: Cogent business & management 2025-12, Vol.12 (1)
• Main Authors: Ashwini Ranjan, Ashwani Kumar Upadhyay
• Format: Article
• Language: English
• Subjects: chatbot characteristics; Chatbots; co-creation theory; E-commerce; Marketing; virtual personal stylist
• ISSN: 2331-1975
• DOI: 10.1080/23311975.2024.2440127

This study focuses on the role of AI chatbots in facilitating co-creation between brands and consumers and explores user’s attitudes and perceptions toward AI stylists/chatbots. This study discusses the process of artificial intelligence stylist/chatbot consideration from the beginning of purchase intention to adding the product to the wishlist for the future or buying it directly to understand its value. The authors used purposive sampling and in-depth interviews to gather qualitative data from 25 respondents. The findings indicate a need for tailored suggestions and concern about several optional recommendations, particularly when integrating in-app with external platforms like Nykaafashion with WhatsApp. With its ability to provide personalized recommendations and effective interactions, AI-driven chatbots significantly improve e-commerce personalization. However, they frequently fall short when answering complicated questions and cannot offer the same level of empathy and emotional connection that human representatives can. The study emphasizes the potential of chatbots to improve online customer experiences, increase conversion rates, and foster brand loyalty. This study also offers recommendations for future research and strategies for e-commerce businesses to strengthen their competitive edge in the market. Future recommendations include incorporating emotional AI and multimodal interfaces in the chatbot.