Integrated Learning with AI Enabled Interactions with Customers by Fashion Retailers

This research highlights qualities and capabilities of new age interactive technologies like chatbots to satisfy the needs of customers as per their expectations. To address the gap in literature about utilisation of chatbots to improve customer engagement that hinges on several critical aspects such as responsiveness, accuracy, and personalisation related issues faced by fashion brands, this study conceptualises how AI can be used to simultaneously use chatbots with human intelligence to satisfy customers. It also reflects on responsiveness as a feature that addresses enquiries of customers promptly and engages them without any gender or privacy bias and with transparency. Findings of this research propose that advanced natural language processing algorithms can understand and process complex user queries and contexts, but should be applied with ethical considerations. Additionally, the integration of emotional AI with HI in features of chatbots can help in recognising and responding to users.