Industria Textila | 2026
Authors: Mihălcescu H.; Chivu R.-G.; Ciocodeică D.-F.; Popa I.-C.; Munthiu M.-C.
DOI: 10.35530/IT.077.02.2025108
Journal: Industria Textila
Year: 2026
Publisher: Institute National Cercetare-Dezvoltare Textiles Pielarie
Document Type: Article
Open Access: All Open Access; Gold Open Access
Cited by: 0
In the context of accelerated digital transformation and shifting consumer expectations regarding online shopping experiences, digital marketing in the textile industry faces both significant challenges and emerging opportunities. This study investigates how artificial intelligence (AI) contributes to shaping consumer preferences by personalising commercial communication, generating relevant product recommendations, and automating interactions between brands and users. By combining a literature review with primary data collected through a survey of 358 Romanian consumers active in digital environments, the research explores their perceptions of AI-driven online marketing. The results indicate that 61% of respondents view artificial intelligence as a helpful factor in their decision-making process, while 55% consider personalised recommendations to be relevant in selecting clothing products. At the same time, a substantial segment of users expresses concerns related to algorithmic transparency and the level of control offered. The article proposes a conceptual model for integrating AI into digital marketing strategies, with a focus on personalising the shopping experience and influencing purchase intention. The findings support the need for data-driven, con-sumer-centred approaches that leverage automation to deliver added value in the textile industry through the use of advanced technologies. © 2026, Institute National Cercetare-Dezvoltare Textiles Pielarie. All rights reserved.
algorithmic personalisation; consumer decision-making; customer trust in AI; data-driven marketing; digital user experience; textile retail innovation