Artificial Intelligence Marketing in the Digital Transformation of the Fashion Industry: A Bibliometric Analysis

Abstract Book of the 12th International Conference on Business, Management and Economics

Year: 2026

[PDF]

Artificial Intelligence Marketing in the Digital Transformation of the Fashion Industry: A Bibliometric Analysis

Prof. Alexandra-Elena Sonel

ABSTRACT:

Industries are undergoing operational changes driven by digital transformation. Artificial intelligence (AI) marketing has become one of the key pillars of this transformation, gaining increasing attention in recent years. AI can generate transformative effects in several marketing areas, including automated marketing strategies, AI-driven customer insights, and enhanced customer experiences. Although the intersection between artificial intelligence and the fashion industry has emerged as a relevant research area, the existing academic literature remains fragmented and lacks integrative frameworks. This study highlights that while digital technologies such as e-commerce, service robots, and generative AI create substantial growth opportunities for the fashion industry, the integration of AI marketing within the fashion context remains insufficiently explored. To address this gap, this article applies a Systematic Network Literature Review (SNLR), combining a systematic literature review with bibliometric network analysis using VOSviewer. Two separate search queries were developed and compared in this study. The articles were extracted from the Web of Science database using the keywords “digital transformation” and “fashion industry” for the first query, and “AI marketing” and “fashion industry” for the second query. The findings provide a structured overview of the research landscape, highlighting thematic clusters, emerging trends, and research gaps related to AI marketing and digital transformation in the fashion industry.

Keywords: Digital Fashion, Generative AI, Customer Experience, Innovation, Communication