IMPACT OF ARTIFICIAL INTELLIGENCE TO MARKETING IN FASHION INDUSTRY IN VIETNAM

Abstract

The fourth industrial revolution affecting many countries around the world, including Vietnam, has erased all limits and boundaries in space and time, with three core elements of technology. Some of the numbers in Industry 4.0 are: artificial intelligence, connected things - Internet of Things and big data. In particular, Artificial Intelligence (AI) technology has impacted almost all fields, economies, economic sectors and industries of countries, from scientific discovery, healthcare and medical diagnosis to politics, e-government, smart cities, retail, transportation, invention... The important achievements that AI brings are undeniable, therefore, accelerating the development of AI in Vietnam in the coming time will open up many opportunities for the development of fields and professions in society, including the fashion industry in Vietnam. The study discusses the impact of artificial intelligence as a commercial service and its influence on marketing in the fashion industry in Vietnam. This study is approached from the customer's point of view and examines the impact of AI on the marketing of the fashion industry in Vietnam, with a survey of 470 customers who shop for fashion online. Research results analyzed by structural modeling (SEM) show that there are 5 factors affecting fashion marketing: AI, customer participation, willingness to co-create, customer attitudes and consumer spending subjective standards (personalization) of customers. In which, AI and customer co-creation are the factors that have the greatest influence on the marketing activities of businesses in the fashion industry in Vietnam.