Effect of AI Driven Personalization on Purchasing Decisions and Customer Satisfaction in the Fashion Industry in Nigeria

AI-driven personalization is a potent tool for enhancing consumer purchasing decisions and customer satisfaction in Nigeria’s fashion industry. This study examined the effect of AI-driven personalisation on consumer purchasing decisions and customer satisfaction in the fashion industry in Nigeria and the effect of product recommendations, virtual try-ons and fitting rooms, and personalized styling advice on consumer purchasing decisions and customer satisfaction in the fashion industry in Nigeria. The study adopted the survey method. The population of the study was 200customers of the 4 prominent online fashion retail platforms in Nigeria. Census sampling was adopted and all the 200 served as the sample size. A structured-self-administered questionnaire was adopted as the major instrument for collecting primary data. Regression analysis was used as a technique of data analysis. Study findings revealed specifically that, product recommendations play a crucial role in influencing purchase decisions, while personalized styling advice has the most substantial impact on customer satisfaction. Virtual try-ons and fitting rooms, though less influential, still contribute positively to both purchasing decisions and satisfaction. The study therefore recommends among others that fashion retailers should invest in advanced AI algorithms to improve the accuracy and relevance of product recommendations by partnering with AI specialists to refine recommendation systems based on consumer data and preferences.