Interest in AI as an apparel discovery mechanism is muted across generations. When it comes to discovering new clothing or brands, AI currently ranks low on the list of potential information sources, the survey found.
While there are clear pockets of interest among US apparel shoppers in AI-led retail experiences, there is also plenty of resistance, according to YouGov.
Nearly half of the respondents said they would not be interested in using AI while shopping for clothing.
Resistance is lowest among Millennials with 39 per cent saying they wouldn’t be interested, compared to more than half of Gen Z and Baby Boomers.
Among US adults who shop for clothes, three-fifths said they are interested in discovering new styles and brands by simply browsing in stores (60 per cent). Retailer websites or apps follow at 46 per cent, while recommendations from friends or family account for 40 per cent.
Search engines are used by 37 per cent of US apparel buyers, while a quarter of them use social media platforms for apparel discovery.
By comparison, AI-based sources occupy a much smaller role. Just 6 per cent of US clothes shoppers said it would be interested in using general AI tools like ChatGPT or Gemini to discover new clothing or brands. The same share said it would be interested in using AI chat tools built into shopping websites or apps.
There are some generational differences. Gen Z and Millennials show slightly higher levels of interest in AI-based routes than older groups. But even among younger shoppers, AI discovery sits well behind more established channels.
Asked about specific ways they would be interested in using AI while shopping, the most popular use case is checking product availability or stock, selected by 26 per cent of clothes shoppers.
A similar share said it would be interested in getting size and fit recommendations (25 per cent), while 21 per cent are interested in discovering new products based on their preferences.
Interest is more limited when it comes to receiving styling or outfit suggestions, which 16 per cent of clothes shoppers say they would be interested in.
While there is a reasonable degree of interest in select use cases, nearly half of the respondents said they would not be interested in using AI while shopping for clothing.
Resistance is lowest among Millennials with just 39 per cent saying they wouldn’t be interested, compared to more than half of Gen Z and Baby Boomers, a YouGov release said.
Over a fifth of American in-store shoppers say they are comfortable with the concept of in-store shopper AI assistance in physical stores (22 per cent), while 20 per cent say they are neither comfortable nor uncomfortable. Fifty-five per cent express discomfort, including 39 per cent who say they are ‘very’ uncomfortable.
Overall, the data suggests that there might be some appetite for help with decisions, recommendations, or store navigation, but there are also strong levels of wariness.
The biggest concerns around AI in clothing shopping are privacy and data security, cited by 51 per cent of clothes shoppers. Accuracy of recommendations follows closely at 47 per cent, while 45 per cent cite a lack of human interaction.
Other barriers include the technical difficulties or complexity of AI tools, mentioned by 34 per cent, and limited personalisation, cited by 25 per cent.
These concerns show that resistance to AI in apparel retail is not just about unfamiliarity with the technology. It is also about whether AI will work well, protect data and make the shopping experience feel less personal.
Fibre2Fashion News Desk (DS)
