AI vs. Human Fashion Consultation for Young Women: A Quantitative Survey on Expectations, Formats, and the Potential to Promote Body Positivity

TLDR

This study explores how AI-based fashion consulting systems could be designed to promote body positivity and reduce discrimination in fashion contexts, and indicates that participants perceived AI systems as more unbiased than human consultants, especially when presented in visual and interactive formats.

Abstract

Fashion advice can shape how women perceive their bodies, but how experiences and expectations differ between human and AI-based consultation remains unexplored. Therefore, our study explores how AI-based fashion consulting systems could be designed to promote body positivity and reduce discrimination in fashion contexts. As an initial step in a human-centered design process, we conducted a quantitative online survey (n = 110) with women aged 18–30 to understand perceptions, acceptance, and expectations regarding four hypothetical AI-based consultation formats (smart mirror, app, voice speaker, video avatar). These were evaluated in comparison to traditional fashion advice from salespeople, family members, and friends. Results indicate that participants perceived AI systems as more unbiased than human consultants, especially when presented in visual and interactive formats, and emphasized the importance of personalised, affirming language for fostering confidence and inclusion. Our findings inform the early design of inclusive, user-centered AI tools for fashion advice.